MD&C Forges ‘Connection’ in Tourism Ads

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. Specific images of Connecticut are also juxtaposed to complete a sense of place. (One print ads shows a close-up of a couple lounging in the grass with the headline, “You’re this close to feeling this romanced.”)

Pasquale DelVecchio served as creative director on the effort, Eddie Shieh handled art direction and Cheryl Horsfall wrote the copy.

The Connecticut Commission on Culture & Tourism spends nearly $4.5 million annually on marketing efforts. MD&C has handled the business since 2000.

According to Jennifer Aniskovich, executive director of the commission, “Competition for tourism dollars along the Eastern seaboard is fierce, at a time when Connecticut’s marketing resources are declining. Our campaign sets us apart from our New England competitor states, who use traditional scenic-based imagery. The approach is fresh and innovative … a flexible way to celebrate Connecticut’s five distinct tourism regions.”

The campaign’s primary message is that Connecticut provides a multitude of options for refreshment and connection, especially for those contemplating a break from the pressures of a stressful job or the monotony of a daily routine.

—Adweek staff report