LJConnecticut’s Rallying Cry: No Budget But Best Pizza in the USA
Anthony Anthony, CMO for Connecticut, will depart his role in early 2026 to pursue private business opportunities. A press release from the Office of Gov. Ned Lamont calla attention to the success of the state’s innovative pizza campaign that resonated so well with people.
Meantime, Connecticut’s tourism budget has been dramatically cut. The state budget allots $4.5 million, a third of what it was a couple years ago. “We are going to spread them very far,” said Anthony. “The fact of the matter is we are being as creative as possible.” He said he’s trying to get bang for a buck with billboards all over New York City to entice people to head north and try the best pizza.
Highlights of the campaign included a Pizza Capital Trail, an attempt at a Guinness World Record for largest pizza party, a pizza-themed city bus wrap, pizza-themed Nike Air Jordan 1 fashion shows and more highlighted at VisitCT.com.
The governor’s office says, “Under Anthony, statewide brand perception shifted dramatically – from ‘boring, small, expensive’ in 2021, to a modern identity anchored in cultural identity, history, and an unexpected rallying cry: pizza. Anthony spearheaded the strategic rebrand of the state launched in October 2023, better positioning Connecticut within national economic conversations while supporting recent population growth, business recruitment, and visitor spending.
By aligning tourism, business recruitment, resident pride, and innovation messaging, the state saw massive growth in public engagement and global visibility. Since 2022, Connecticut’s earned media impressions increased 841% – from 3.4 billion to more than 32 billion. State pride reached its highest mark since research began in 2012 at 61%, and Net Promoter Scores across Live, Work, and Play categories rose 144%, 107%, and 177%, respectively.”
Connecticut’s approach became a national case study in place branding and economic storytelling. Just announced this month: The pizza campaign, developed with agency Adams & Knight is a finalist for a prestigious PRWeek advertising award. It’s the only state tourism brand among dozens of finalists in a contest dominated by multinationals such as Coca-Cola, Heinz, General Mills and Verizon. Read more here.