Malloy unveils 2-year, $27M tourism campaign

HARTFORD, Conn. (AP) — Two weeks before the traditional start of summer on Memorial Day, Gov. Dannel P. Malloy has announced a new tourism campaign invoking Connecticut's role in the Revolutionary War.

Malloy unveiled a "Still Revolutionary" Connecticut brand on Monday, part of a two-year, $27 million marketing initiative. As of last year, Connecticut tourism generated about $11.5 billion in spending, $1.2 billion in state and local tax revenue and employed about 111,000 workers.

The ads will run on TV to take advantage of "Sweeps Week" when programs reach for top ratings, and on radio, print and digital platforms.

Malloy said in an interview that Connecticut's history is worth telling and the marketing campaign is well thought-out.

Economic development officials launched an initiative in February, asking residents to define what sets the state apart.