Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technology move the department or business forward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?Connecticut has a big reputation problem, especially when it comes to diversity. Despite a decade of attempts to shift perception, Connecticut still had a reputation of being traditional, old, and homogenous. The reality couldn't be farther from the truth. Connecticut is not only home to a diverse array of cultures, it's also one of the most progressive states in the nation for LGBTQ+ rights. The Governor of Connecticut as well as the Director of Tourism wanted to fix the problem. To finally move the needle, it was time to drastically change the state's visual identity with a fresh look, feel, and sound. We strongly committed to a simple idea: representation matters. We aimed to: • create a bolder brand identity—edgier, vibrant, energetic, diverse and inclusive • authentically portray the array of diverse people that make up the fabric of Connecticut • feature and reach people of color, adapting the language and tactics used when helpful • unambiguously feature LGBTQ+ relationships and offerings in all of our tactics, not just more targeted messaging

Initiatives: Describe the promotion. What was your organization’s message and how does it foster diversity? How was the target audience channel developed/pursued?The campaign centers around the theme line, Find Your Vibe, an inclusive concept intended to invite all people to the state. The message? You can find your vibe in Connecticut, no matter how unique and no matter who you are. In support of our LGBTQ+ residents and visitors, we: • re-examined the activities we featured in the campaign now including—unambiguously— scenes of drag shows, LGBTQ+ weddings, gay nightclubs, and more • redesigned the website, now presenting a whole section for LGBTQ+ offerings on the homepage • integrated imagery of LGBTQ+ couples in content throughout the site • defined the LGBTQ+ target in paid and earned media • became the first state in the nation to participate with IGLTA, the International LGBTQ+ Travel Association, as a Global Partner • participated at Middletown Pride, Connecticut's largest Pride parade, distributing rainbow “Find Your Vibe.” merchandise with the Governor as part of our street team • dominated the NYC Pride parade with a CTVISIT branding-wrapped double-decker bus in the parade, engaging celebrity event producer Susanne Bartsch • created and promoted content around LGBTQ+ tourism offerings and relevant medical tourism • Interviewed LGBTQ+ leaders in the state to authentically spotlight the LGBTQ+ offerings in the state • Expanded our Influencer Program to include LBGTQ+ creators Further, inclusivity went well beyond racially diverse casting. For Black and Latinx audiences we: • Crafted and promoted articles in content marketing including a robust piece touting Black history and Black-owned businesses • Pitched PR stories to Black and Latinx-focused publications, including a piece on being Black and LGBTQ+ in Connecticut • Translated campaign into Spanish for Spanish-language TV stations • Created specific Latinx content for Latinx dating apps • Promoted multi-cultural festivals, food, and experiences throughout the content marketing campaign • Expanded our Influencer Program to include additional Black, Latinx

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?We successfully met our goals, effectively increasing diverse representation in our marketing materials: • Moved from 10% of those shown in the campaign embodying racial diversity to 50% • Moved from more ambiguous or quiet featuring of LGBTQ+ relationships to clearly depicting LGBTQ+ relationships and attractions in mainstream advertising everywhere. • Increased traffic to LGBTQ+ content on CTVISIT.com by 258% YOY • Increased traffic to Black, Latinx and Multicultural content by 100% The campaign launched in late spring the entirety of summer 2022 and will continue through fall of 2022 and winter of 2023 with refreshed seasonal imagery, all of which upholds our commitment to diversity. We hope to retrieve information on perception change once the campaign concludes. Overall, we made tremendous strides in representing and targeting more diverse markets.

Entry TitleCTVisit Find Your Vibe

DivisionFocus - Diversity, Equity, Inclusion Marketing

CategoryFocus