Best Travel Interactive Application

A 2017 brand awareness tracking study for Connecticut showed that resident pride had continued to slip steadily, and only one-third of residents reported being proud to live in the state. In April, the Connecticut Office of Tourism challenged Adams & Knight to remind people of all the reasons there are to love where they live...in time for the summer travel season.

Our goals were to:

• Educate residents about Connecticut’s unique tourism offerings
• Increase in-state resident engagement through completed quizzes
• Create shareable content that spread to other residents
• Increase the Tourism Office’s in-state email list with new subscribers
• Cost-effectively reach/engage residents through paid media
• Feature as many state-wide tourism attractions as possible

So, we orchestrated a 10-question quiz that entered participants into a sweepstakes for prizes that:

• Highlighted 90 tourism partners across the state through the quiz and prize packs
• Encouraged state residents to participate with six prize packs that featured donations from 70 tourism partners of all sizes, many which could not have afforded this exposure without the state’s support — from hotel stays and dining gift cards to attraction tickets and theatre certificates — everything needed for the ultimate Connecticut experience
• Promoted to state residents via in-state email distribution and social media marketing throughout the month of July
• Maximized limited social media budget through cross-platform optimization on Facebook and Instagram

Contributors:

Social Media Marketing Director :	Edgardo Elder-Rossetti
Account Executive:	Felicia Lindau
Content Marketing Director:	Amanda Driscoll
Senior Public Relations Strategist:	Emily Pangakis
PR & Social Media Coordinator:	Caci Cosenzi
Digital Project Leader:	Will Thomas
Creative Director:	Eric Panke
Programmer:	Charles Schoenfeld
Creative Services:	Courtney Beyer
Copywriter:	Jill Memery

ADAMS & KNIGHT, INC.

Location: United States