As a CT lifer and marketer by trade, I was anticipating the unveiling of CT’s new brand with excitement and a dash of skepticism.
This morning’s press conference showcased the work of Chowder, a NYC-based agency. Governor Malloy introduced the new brand for CT, which focuses on history as the differentiator – not a “fossilized” history, but a longstanding reputation for change. Think Colt, Stowe, Twain. Now CT Science Center, Jackson Labs, UCONN. Hence the tagline: Connecticut. Still Revolutionary.
The TV spots, which felt more like movie trailers than commercials for CT, had very high production quality and were received with strong applause. Set to an original song, “Better With You,” performed by the Hartford Symphony Orchestra and sung by UCONN student Dinelle Glaze,, they portrayed storylines of couples, families and individuals experiencing some of CT’s most treasured gem’s – Mystic Aquarium, Gillette Castle, Essex Steam Train and the like. Some sample billboards and other out-of-home adaptations were also presented following the same theme.
DECD Commissioner Catherine Smith was on-hand to speak about how the brand would be adapted for business, but I would have like to see some examples. While I know tourism is something that strengthens the economy, I also know the bottom line for a lot of business folks in the area is to showcase CT as a place where businesses can innovate and grow.
I am really looking forward to seeing how Still Revolutionary will be applied to business and plan to whole-heartedly support this campaign.
With that, please join me: