As we ease into the most charming of New England seasons, into a world of fiery leaves, gala apples and thick scarves, I see Connecticut’s latest fall marketing campaign all around me. As ubiquitous as pumpkin spiced lattes, they have traditional/digital billboards, social media, paid search marketing, content seeding and of course, a new television spot. At $1.4 million, this campaign is nearly triple the amount of the usual budget. The increased budget will help them reach more of the target audience in Connecticut, New York, Massachusetts and Rhode Island as well as other nearby markets like Philadelphia.
The Department of Energy and Environmental Protection is projecting a spectacular foliage season because of a rainy summer and low overnight temperatures. The visuals by Adam & Knight are striking and represent much more than just the hues of autumn, they bring forth the full spectrum of colors that is the Nutmeg State. Everything from the blues of the coastline to the whites of splashing water to the dark amber tones of craft beer is celebrated. The message is simple – add more colors to your fall.
I am always in favor of marketing campaigns that expand on the idea and make it bigger, especially when you are selling something like tourism. You are inviting people to come visit a place so the more activities you offer, the better it is. The promotional materials use color as a powerful tool, one with which to attract the viewer and simultaneously surprise them with the rendition. It’s a fun cheerful campaign that’s rather welcome after more than a year of pandemic induced weariness.
Ellen Meloy once wrote “Humans imbibe colors as antidotes to emotional monotony. Our lives, when we pay attention to light, compel us to empathy with color.” No wonder that this Full Color campaign has managed to hit all the right notes. Well done, Connecticut.
Other fun facts about color from Meloy:
When a name for a color is absent from a language, it is usually blue.
When a name for a color is indefinite, it is usually green.
Ancient Hebrew, Welsh, Vietnamese, and, until recently, Japanese, lack a word for blue.
The Icelandic word for blue and black is the same, one word that fits sea, lava, and raven.
To participate in the “Full Color Connecticut” campaign, use #FullColorCT on social media. Here’s a photo from my Connecticut archives, I call it Camouflage.
If you want to see all my posts related to Connecticut, click here.