Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Connecticut has a big perception problem. Many still think the state is boring, stuffy, and homogenous. But maybe those who are bored … are just boring! After a decade of attempts to shift negative perception, the objective was to face perception head-on, finally move the needle towards positive perception — and showcase how vibrant, exciting, diverse, and inclusive Connecticut is today.
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)
To change perception, we had to dramatically change our creative approach from Connecticut’s usual brand. So, we started with a bold new look and TV spots powered by a very different technique: spoken word poetry. The message? Get into a new state of mind — and realize how much is in Connecticut. Watch and listen as our poet shows everything he loves about his state, including many unexpected attractions.
The campaign surpassed our goals and did significantly change consumer perceptions about the state.
• Those who saw the campaign rated the state 57% higher on our desired list of brand characteristics and brand attributes including hefty increases in describing Connecticut as authentic, artsy, vibrant, diverse, trendy, innovative, bold, and unexpected.
• The campaign also generated a 92% increase in intent to visit Connecticut in the next 12 months, and an 84% increase in interest in visiting within 2 years.
• Those who saw the campaign took immediate action towards planning a trip to/within the state (60%).
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?
$1 million in media. Measurable tactics generated $4 in incremental tax revenues on every $1 of media investment.