From the New London Day:
Hartford - Gov. Dannel P. Malloy announced Monday a new "quick start" summer tourism marketing campaign to beckon people from across the metropolitan New York region to spend time and money in Connecticut."The tourism industry in Connecticut is in the top five of job producers in our economy," Malloy said. "The quickest way to create jobs would be to strengthen the tourism and hospitality industry."The marketing blitz of print, radio and Internet advertisements bills the Nutmeg state as "Closer Than You Think" and describes the bountiful opportunities for waterfront recreation, family activities, historical tours and casino visits.

Tourism officials have already secured 30-second spots on a dozen radio stations and bought a large colorful ad in the Sunday New York Times.The governor said the $2.4 million campaign is more aggressive and comprehensive than previous marketing efforts. It was financed through $800,000 in private-sector contributions from 43 businesses and groups as well as by shifting $1.6 million of state funds into the Statewide Tourism Marketing Account.

The marketing fund was empty for two years during a previous state budget crisis.The Greater Mystic Visitors Bureau provided about $400,000 of the private-sector total for the new campaign, officials said.The money will carry the campaign through July 1, when tourism marketing receives $15 million under the new state budget. That is roughly three times the amount of funding before the marketing budget was cut to a token $1 under former Gov. M. Jodi Rell.Malloy said Connecticut fell behind other New England states in the race for tourism dollars when it cut back.

As a result, people may already be less inclined to consider Connecticut as a fun place to visit, he said."If you don't advertise, those situations compound themselves." Malloy said. "Probably what happened is we took it for granted, and anytime you take it for granted, you lose."Several southeastern Connecticut tourism officials came to hear the governor's announcement at the Cesar Pelli-designed Connecticut Science Center in downtown Hartford Monday.Malloy was introduced as "the tourism governor" by Christopher "Kip" Bergstrom, executive director of the Connecticut Commission on Culture and Tourism.Many in attendance said they appreciated Malloy's commitment to tourism and the willingness of private businesses to help fill the funding gap."The governor is throwing out a lifeline to the industry," said Peter Glankoff, senior vice president of marketing and public affairs for the Sea Research Foundation, parent company of Mystic Aquarium. "The aquarium has been very aggressive on its own to market itself - but you cannot succeed alone.""

For the state of Connecticut to basically get out of the game the last couple of years has been extremely difficult," said Dan McFadden, director of communications for the Mystic Seaport. "This administration really gets tourism and really gets marketing."The new summer campaign targets women ages 25 to 54, who according to the campaign are often the "key decision-makers" of their households on matters of vacations and weekend getaways. The ideal demographic is a household with an annual income of at least $80,000.The Connecticut Commission on Culture and Tourism is also promoting regional "One Tank Getaways" destinations for the budget-conscious.

The website CTvisit.com details the getaways and more than 180 summer travel deals at hotels and attractions.One deal is $20 for a day pass to the Mystic Seaport and Mystic Aquarium.j.reindl@theday.com