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BOSTON Connecticut has scrapped its 12-year-old “Full of surprises” positioning and next week launches a multimedia tourism campaign from McLaughlin, DelVecchio & Casey inviting potential visitors to “Connect” with the state.
The work from the New Haven, Conn.-based independent agency includes two 30-second TV spots, newspaper inserts and online executions that target mainly women, ages 35-54, in the greater New York metropolitan area (as well as in Connecticut itself) who travel with other adults.
All elements of the campaign strive for simplicity and emotional appeal; they revolve around the word “Connect,” playing off fact that it is part of the state’s name.
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