Connecticut was suffering an identity crisis – it didn’t have one. The state was hemorrhaging from its largest deficit ever, worst credit rating of all 50 states, lack of state pride and low levels of visitation – and a perception that it was a place to drive through to get somewhere else. Due to its’ financial position, Connecticut had even been removed from a crucial New England map.

Connecticut needed an ownable identity that would differentiate it from its New England neighbors, drive tourism and increase state pride. To ensure support of the masses and its’ 3.5m residents, the state gave the people a voice and stake in defining what makes Connecticut unique. An army of ambassadors rose to the occasion – and a new brand was built for the people, by the people.

That voice revealed that Connecticut offers both residents and visitors the unique experience of inspiration. This insight led to the new brand, still revolutionary. A mantra that proudly celebrates Connecticut’s spirit of independence and innovation, which is as strong today as it was when the state was founded.

In seven months, the new brand campaign and program activations drove $161m in additional revenue, increased awareness of Connecticut as a place to visit, blanketed the country with media coverage, with 500+ MM impressions and 1,170+ placements across 45 states and bolstered state pride. Visitation at major attractions increased 7.8% and the state’s revamped Facebook page catapulted from 5,000 “likes” to 100,000 in nine weeks.

The socially-driven and online programs compelled the masses to share. Their voices revealed that Connecticut offers both residents and visitors the unique experience of inspiration. This insight led to the new brand, still revolutionary. A mantra that proudly celebrates Connecticut’s spirit of independence and innovation, which is as strong today as it was when the state was founded.

PR and social media furthered the brand message and brought to life those moments of inspiration – via traditional media, digital, social channels and events - all while encouraging residents and destinations to embrace and promote a unique brand identity that they co-created.

The state was put back on the map. The army of advocates took to Connecticut’s social channels, catapulting the Facebook page from 5,000 likes to 100,000 in nine weeks. More than 200,000 people watched a 2-minute YouTube video about the state and nearly a million people shared about the programs online. Media got behind the effort as well generating 500m impressions in 1,170 outlets across 45 states. $161m in tourism spending was generated and major attractions saw a 6.8% increase in visitation.