Connecticut Office of Tourism: So Good To See You, Connecticut

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Insights

It was the beginning of summer, 2020. States had been largely shut down for three months, and people had been mostly cooped up. As Connecticut began a phased reopening that included restaurants, hotels and other attractions that desperately needed customers, we knew there was a lot of pent-up demand — and knew there was an opportunity to tap into the anticipation everyone was feeling, ready to return to their favorite places and activities.

Ideas

We recognized that this was an opportunity for visitors to see Connecticut through fresh eyes, newly appreciative of everything our state has to offer. Which led to our “So Good to See You, Connecticut” campaign featuring over 1500 business and all sorts of experiences, from old favorites to new finds. Our campaign welcomed people back and let them know of all the fun they could now enjoy — safely and socially distanced, of course.

Impact

Just like the reopening itself, our campaign was extremely well-received, and generated:

• almost one billion impressions
• a 41% increase in click rates
• a 78% increase in leads to Connecticut businesses during the fall season
• a #1 ranking among all New England tourism websites for summer and fall in overall traffic, engagement and organic traffic