CT unveils $1.5M rebranding, marketing and advertising effort aims to strengthen household-condition pride

From high-tech helicopters to “the country’s greatest pizza,” professional medical breakthroughs and aerospace, Connecticut’s ground breaking tradition and high-quality of existence makes it an best location to stay, get the job done and grow a small business, in accordance to the state’s new advertising campaign.

Gov. Ned Lamont released a $1.5 million campaign Tuesday to hammer house Connecticut’s ideal characteristics. It is as considerably an endeavor to instill house-point out pleasure in residents as it is to encourage those outside of Connecticut’s borders.

The “Make It Here” marketing campaign will use advertising and electronic media to emphasize Connecticut’s posture as an impressive hub of arts, sciences and producing, as nicely as a terrific location to reside, function and enjoy life. 

Adverts will start Nov. 1, in conventional and electronic media, streaming products and services, billboards and placements in travel hubs like Bradley Worldwide Airport and the MetroNorth Railroad.

Contributed

More billboard advertisements that are portion of the state’s new rebranding hard work.

“There is no improved location to reside and perform in the U.S. than in Connecticut, and it’s about time that anyone is aware of it also,” Lamont said in a released statement. “We make the most intricate devices in the planet – submarines, helicopters, and jet engines. We’re household to Fortune 500 firms and game-switching commence-ups. The quality of lifetime below is unmatched with our community instruction, overall health treatment techniques, and community safety continually rated amongst the ideal in the nation.”

The new model replaces the “Still Revolutionary” moniker and tagline, which the condition mostly retired from use in 2019. All marketing resources will circulation to a new web site, www.CTmakeithere.com, which options stories of Connecticut’s best qualities and property.

The need to have to increase some portions of Connecticut’s self-impression was hammered house earlier this calendar year as New Haven-based mostly advertising company O’donnell Co. executed marketplace analysis ahead of the marketing campaign for the condition Office of Economic and Neighborhood Progress.

A single of the state’s new logos.

A survey of 406 residents uncovered approximately 70% agreed the state has a superior quality of daily life, and just about 77.6% see it as a wonderful place to raise a family. But the state’s notion fell sharply on the subject of enterprise climate, with only 45% agreeing Connecticut is an “ideal area to get started, develop or transfer a company.”

DECD Commissioner Alexandra Daum mentioned Connecticut has emerged “stronger-than-ever” adhering to the pandemic but requires to “accurately portray” its tale if it needs continued organization, populace and employment growth.

“This marketing campaign will do the job in live performance with other economic enhancement initiatives to accelerate advancement by displaying the genuine Connecticut and transforming perceptions of who we are and what we’re about,” Daum reported.

A new emblem, graphics, themes and other things of the new marketing campaign were being created by Glastonbury advertising and marketing agency Cronin.

Anthony Anthony, the state’s main marketing and advertising officer, claimed the 1st calendar year will goal as its viewers Connecticut residents aged 20 to 50 several years. He anticipates spending an additional $1 million following calendar year to grow the marketing campaign with advertising and marketing past Connecticut’s borders. 

“The further, richer, that means below is this is my tale it truly is the story of tens-of-thousands of families who are moving right here and it is really the tale hundreds of thousands of persons dwelling right here: Connectcut is a place where by you can make it,” Anthony explained. “This is your house, this is wherever you need to lay down roots, this is where you can obtain achievement, whether or not its starting a business enterprise, obtaining a significant job or investing some amazing item that’s going to make you a billionare.”