Case Study: State of Connecticut boosts tourism and brand perception with Adams & Knight’s PR-led Pizza Capital campaign

State of Connecticut boosts NYC visits 18% with Adams & Knight

The State of Connecticut faced the challenge of improving its stodgy image and standing out as a travel destination with a sharply reduced marketing budget. The vendor, Adams & Knight, developed a PR-led strategy to address this.

Adams & Knight created a provocative campaign declaring Connecticut the pizza capital of the U.S. to spark a national conversation. The solution included placing billboards in New York City, creating a Connecticut Pizza Trail, and driving engagement through a dedicated website and hotline. The campaign generated over 19 billion earned media impressions, an 18% increase in visits from NYC, and the largest positive perception shift in the state's history, delivering an $11-to-$1 return on investment.

State of Connecticut