Adams & Knight Named Finalist for PRSA Silver Anvil Award in Travel and Tourism/Hospitality Marketing

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“So Good To See You, Connecticut” campaign drives immediate visitation, long-term intent to visit

AVON, Conn., (April 29, 2021)Adams & Knight, one of the leading integrated marketing agencies in New England, was recently named a finalist in the Public Relations Society of America’s (PRSA) 2021 Silver Anvil Awards, honoring outstanding strategic public relations programs that meet the highest standards of performance in the profession. The agency was recognized for its results-generating marketing campaign, “So Good To See You, Connecticut,” together with its client the Connecticut Office of Tourism (COT).

Adams & Knight is joined as a finalist by some of the globe’s largest public relations firms and leading organizations, as well as iconic travel and lifestyle brands including Delta Airlines, Discover Puerto Rico, Hilton, American Express, Clorox and General Motors.

Campaign Overview

Following weeks of pandemic-related stay-at-home orders that halted travel and temporarily shuttered hundreds of tourism businesses, the “So Good To See You, Connecticut” campaign was developed to promote safe travel experiences in Connecticut and drive revenue to state tourism businesses amid the state’s “reopening” in summer/fall 2020.

In less than two months, Adams & Knight and COT planned and executed an over $1 million research-based, integrated marketing campaign. Focused on messages about safety and proximity—two key traveler priorities—the campaign featured six, 30-second TV spots; 3 digital videos; hundreds of pieces of original content; paid social media on Facebook, Instagram, Pinterest and Snapchat; an online interactive quiz; and a robust public relations campaign, all of which featured over 1,500 Connecticut tourism businesses and experiences and welcomed targeted Northeast consumers to see the state from a fresh perspective.

Campaign Results

The campaign garnered over 41.4 million TV/video views, 87 million social media impressions and over 500 earned media placements, as well as generated over 795,000 clicks to—helping the site greatly exceed the performance of all other New England state tourism websites during the campaign period.

Most importantly, the latest post-campaign research revealed that those who saw the campaign showed a 90% increase in interest in visiting Connecticut in the next two years and a 122% increase in intent to visit in the next 12 months. According to GPS tracking, 10% of those who saw the digital videos or visited the website actually visited Connecticut tourism businesses within the campaign period.

“We are honored to be recognized by the PRSA for a research-based, results-generating campaign that not only exceeded marketing goals, but also drove immediate visitation to Connecticut tourism businesses during a challenging time,” said Jill Adams, CEO/Principal, Adams & Knight. “In today’s fragmented media environment, we focus on bringing our clients integrated marketing programs that meet target audiences where they are with messages that resonate.”

The 2021 Silver Anvil Awards ceremony will be held virtually on June 10 at 4 p.m. ET.

About Adams & Knight

Adams & Knight is a branding and marketing consultancy based in Connecticut that specializes in results-driving advertising, digital marketing, PR, social media, content marketing and marketing technology services. For more than 30 years, the agency has been serving leading healthcare, financial services and travel/lifestyle brands that help others live financially, emotionally and physically healthier lives.