How do we make Iowa look like paradise to a family with a few bucks to spend on a car trip? How do we make Columbus, Ohio seem like Rome? Somebody has to take a stab at it. And stab they do.
Let’s consider Connecticut. On a New Haven platform waiting for the train to Grand Central, I stand face to face with this scary image posted over a trash can: A smiling flame-haired woman riding piggy-back on a delirious gray-haired model.
The headline reads, “still spirited.” What th…? Is this about an old-timer who STILL has the whimsy to play a grinning donkey? Is it an ad for vitamins… hair dye… testosterone?… or… Connecticut?
If Connecticut is “revolutionary,” then any place on earth is anything you say it is. If Connecticut is revolutionary, then Silicon Valley is potato chips. If Connecticut is revolutionary, then San Francisco is tall. If Connecticut is revolutionary, then New York City is equine.
Maybe I’m missing something. I go to ctvisit.com. Maybe Connecticut IS revolutionary… pardon me, STILL revolutionary. This is the web site.
Destination branding is a dreary business—but needn't be. This campaign is shockingly vapid. It says nothing about the distinctive spirit of Connecticut, and rather than entice people to go there, these images would more likely cause any thinking person to mutter, “Wipe that silly grin off your face.”