Connecticut: A Singular Experience




O’Neal & Prelle’s Latest Tourism Campaign Helps State “Stand Out’
BOSTON-Quintessential Connecticut images such as museums, antique stores and town squares are featured in the state’s latest tourism campaign.
Created by O’Neal & Prelle in Hartford, Conn., the broadcast and print effort targets couples and families and retains last year’s tagline, “We’re full of surprises.”
Research revealed that vacationers needed a reason to visit the Nutmeg State over other New England destinations, said O’Neal & Prelle creative director Richard Gamer. “They told us, “We know [Connecticut] is there. Now show us what makes you stand out,'” he said.
A pair of 30-second TV spots and a 60-second commercial show quaint towns, cultural attractions and people enjoying the outdoors.
One print ad shows a couple standing near a picturesque bed-and-breakfast retreat. Text bandies such descriptions as “thoroughly charming,” “a storybook village” and “postcard setting,” noting, “You’d be surprised how many cliches originated in Connecticut.”
The ad promises prospective visitors a “one-of-a-kind experience” in towns such as Putnam, the antiques capital of New England, and Essex, “America’s best small town.”
A second print execution touts Lake Compounce, one of the country’s oldest amusement parks, and the Mystic Seaport as reasons for families to visit.
The spots are breaking in New York, and for the first time the effort has been extended into the Philadelphia market.
The print component will appear in consumer magazines such as Travel & Leisure and Ladies’ Home Journal as well as daily newspapers.
Ads will run through the spring. Spending is estimated in the low seven figures. The state spent $2.2 million last year on tourism ads, per Competitive Media Reporting.
O’Neal & Prelle’s tourism expertise has helped it land a public relations assignment from Mohegan Sun. The shop was tapped to promote the Uncasville, Conn., casino’s new hotel and expanded facilities. Mintz & Hoke in Avon, Conn., continues to handle Mohegan Sun’s advertising account. ƒ