Connecticut Office of Tourism: Find Your Vibe Campaign

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Insights

Connecticut has a perception problem. Despite a decade of attempts to shift perception, Connecticut still has a reputation of being old, boring, traditional, and stuffy. To finally move the needle, The Connecticut Office of Tourism asked us to create a powerful integrated campaign — and ultimately draw people to the state.

Ideas

We dramatically changed the state’s visual identity with a bolder, younger, and edgier look, feel, and sound. The campaign? Find Your Vibe: a modern music-based campaign that comes to life with an original song. The message? You can find your vibe in Connecticut, no matter how unique. Creative includes all new footage, fast cuts, vibrant imagery, and is more youthful, energetic, diverse, and unexpected than ever before. The campaign aimed to appeal to very specific targets such as families, foodies and LGBTQ+ markets.

Videos were delivered to various targeted audiences through a vast array of digital platforms, from websites and social media to dating apps. We also utilized video OOH in taxis and airplanes, kiosks all over Manhattan, and immersive OOH video experiences in major public transportation facilities including Boston’s North Station and NYC’s Columbus Circle subway station and Moynihan Train Hall, targeting Madison Square Garden’s youthful, music-centric audiences. 

Impact

It wasn’t just the Connecticut brand that got an update. Our tourism numbers did, too. New visitors to the Connecticut tourism website increased 27% year-over-year. Connecticut ranked #1 in nation for drive market overnight growth. We garnered almost 3 million leads sent to tourism businesses and 2 billion PR impressions.