Marketing that Moves: How Connecticut is Transforming its Image and Driving Results
FOR IMMEDIATE RELEASE
Marketing that Moves: How Connecticut is Transforming its Image and Driving Results
HARTFORD, CT – March 18, 2025 – Connecticut’s bold and strategic marketing investments are delivering measurable results, driving tourism growth, economic development, and an improved national reputation according to the 2024 Brand Perception & Health Research study. The study, conducted among travelers from key regional markets, found that Connecticut is increasingly recognized as a top destination to visit, a competitive place to work, and an attractive place to live—a direct reflection of the state’s targeted branding efforts.
Governor Ned Lamont praised the findings, highlighting the impact of these efforts on the state’s economic growth and reputation. "Connecticut’s momentum is undeniable. These results prove that when we invest in telling our story, people take notice. From our top-tier schools to our thriving industries and unbeatable quality of life, Connecticut is more than just a place on the map—it’s a destination of choice. The word is out, and the nation is paying attention."
Marketing Investments Yield Strong Results
The study confirms that Connecticut’s refreshed marketing approach is successfully reshaping perceptions and driving action:
• Travelers exposed to Connecticut’s branding efforts showed a 37-point increase in interest to visit.
• Intent to visit Connecticut within the next 12 months increased by 38% among those who had seen the marketing.
• Intent to recommend Net Promoter Scores (NPS) are up 175% as a place to visit, 144% as a place to live, and 107% as a place to work.
• Scores for state pride leapt 24.5% from 49% in 2023 to 61% 2024, the highest state pride rating since the study began in 2012 and 16% better than the state’s 45% average over that span
"This research proves that when marketing is strategic and connects human to human, it drives real results," said Anthony Anthony, Chief Marketing Officer for the State of Connecticut. "By embracing a cohesive ‘live, work, play’ approach, we’re showing the world that Connecticut is one of the best places to make a home, a career, and meaningful memories. With more authentic, cost-effective marketing through events, social media, and curated experience we’re connecting with people in ways that move the needle. This strategy ensures that Connecticut’s story isn’t just heard—it’s experienced."
A Destination of Choice
The study also revealed growing pride among Connecticut residents, with state pride rising to 61% in 2024, a significant increase from the historical average of 45%. Additionally, 92% of surveyed travelers viewed Connecticut as having a positive reputation, with respondents from New York, Massachusetts, and Florida leading in favorable perceptions.
The state’s natural beauty, historical landmarks, and cultural vibrancy remain key drivers of interest, with travelers identifying fall foliage, coastal charm, historical sites, and small town appeal as top reasons to visit. Additionally, Connecticut’s inclusive marketing efforts have led to a 13-point increase in LGBTQ+ traveler interest and an 8-point rise in intent to visit.
Beyond Tourism: Economic Impact & Business Growth
Connecticut’s marketing success extends beyond tourism, supporting economic growth and workforce attraction:
• Population Growth: Connecticut’s population has grown for four straight years, ahead of national and regional averages.
• Vibrant places to live and work: Three of the nation’s top 30 metro areas for job growth momentum are in Connecticut, tied with California for the lead.
• Strategic Investments: The state has committed $800 million to housing, ensuring sustainable, long-term growth when attracting attract workers and families.
• Entrepreneurial Momentum: Startups in Connecticut are outpacing regional and national competitors, proving the state’s attractiveness for innovation and business development.
• Industry Reinforcement: The Strategic Supply Chain Initiative, Manufacturing Innovation Fund, and Innovation Clusters Program are making up to $150 million in investments to boost competitiveness and production capacity, create jobs, and accelerate innovation in Connecticut.
A strong state brand isn’t just about reputation—it drives real economic impact," said Dan O’Keefe, Commissioner of the Department of Economic and Community Development. "More businesses are choosing Connecticut for investment, more travelers are spending time here, and that momentum fuels hospitality revenue, business growth, tax revenue, and workforce attraction. These findings confirm that our marketing efforts are translating into measurable economic gains for the state."
Looking Ahead: The Need for Continued Investment
While Connecticut’s brand perception is stronger than ever, the study also identified key areas for continued focus, including expanding entertainment options, addressing cost-of-living concerns, and enhancing statewide infrastructure.
"We’re just getting started," said Anthony. "Our focus isn’t just on maintaining momentum—it’s about accelerating it. Connecticut has an incredible story, and we’re committed to making sure more people don’t just hear it but experience it."
For more information on Connecticut’s marketing efforts, visit www.ctmakeithere.com.
About the Connecticut Brand Perception & Health Research Study
The 2024 study was conducted in November and December 2024 among 1,001 travelers from Connecticut, Massachusetts, New York, Rhode Island, and Florida. The research aimed to assess Connecticut’s brand health and the effectiveness of the state’s marketing efforts. The study included an oversample of 257 LGBTQ+ respondents to measure the impact of inclusive marketing strategies. Findings indicate significant improvements across all key brand attributes, reinforcing the importance of continued investment in state marketing initiatives.
