Connecticut, as we all know, is actually a wonderful place to live and raise a family. Yet only half of Connecticut residents said they were proud of the state in a recent survey, even though 73% felt it was a good place to live. Part of the challenge is that Connecticut has not defined itself around its resources and attributes; there are few who can describe what’s wonderful about our state and those in Fairfield County might see it merely as a suburb of New York. Governor Lamont is determined to change that so that people know better what makes Connecticut special.
Anthony M. Anthony is an executive marketing and communications professional currently serving as the Chief Marketing Officer (CMO) for the State of Connecticut. As the first CMO, he oversees the newly created Office of Statewide Marketing and Tourism, working tirelessly to shape and promote a compelling narrative about Connecticut as an exceptional place to live, work, and play.
Previously, Anthony served as the Special Advisor and Communications Director to Governor Ned Lamont, where his storytelling skills and strategic guidance contributed to Governor Lamont’s high approval ratings.
Anthony’s expertise was built over the years in the private sector as a creative director and strategist at boutique brand communications agencies in New York City guiding Fortune 500 brands across the tech, media, consumer packaged goods, hospitality, and healthcare sectors.
Summary
Reimagining Connecticut: How the State’s First Chief Marketing Officer is Telling a New Story
What do you think of when someone says “Connecticut”? For many, the answer is fuzzy—maybe a reference to its historic nickname “The Constitution State,” or perhaps just a quiet nod to its proximity to New York or Boston. But as Anthony Anthony—yes, that’s his real name—sees it, that’s exactly the problem.
Appointed in 2023 as Connecticut’s first Chief Marketing Officer, Anthony is on a mission to give the state something it has long lacked: a clearly defined identity. He made a compelling case for why marketing isn’t just about tourism or PR—it’s about state pride, economic growth, and shaping the future.
From Middle Child to Main Character
Anthony quickly realized that Connecticut suffers from what he calls a “middle child syndrome.” It’s wedged between cultural giants—New York and Massachusetts—and has struggled to carve out its own distinctive brand.
“It’s a great place to live,” he said, “but a lot of people here can’t explain why.”
Defining the Brand
Anthony merged the previously siloed offices of tourism and workforce marketing into a single, unified Office of Statewide Marketing and Tourism.
The result? A cohesive message built around the phrase: “Connecticut: Make It Here.”
The slogan, he explained, reflects more than just a manufacturing legacy. It’s a call to action for dreamers, builders, innovators, and families. Whether you’re starting a business, writing a novel, or raising a family, Connecticut can be your launchpad.
A New Kind of Marketing Machine
In his first year on the job, Anthony’s team helped drive over 15.4 billion media impressions, up from just over 4 billion the year before. Creative, low-cost campaigns like the Connecticut Christmas Movie Trail, the Oyster Trail, and a push to establish the state as the Pizza Capital of America (trademark pending) brought national attention—and a sense of fun—to the brand.
There’s also a strong business case for investing in marketing. According to industry benchmarks, every dollar Connecticut spends on tourism marketing returns about $8 in economic activity. Anthony’s team is also developing a statewide rewards program—“Made”—to incentivize residents to share their experiences and stories online, turning word-of-mouth into a measurable force.
Data-Driven Optimism
Anthony backed up the storytelling with stats that surprised even the most seasoned locals:
- Connecticut has seen four consecutive years of population growth, outperforming national and regional trends.
- The state’s GDP and job growth in key metros like Hartford, New Haven, and Fairfield County have exceeded expectations.
- Net promoter scores—a measure of how likely residents are to recommend the state—have jumped by over 100% in categories like work, live, and visit.
He acknowledged challenges, of course—cost of living, traffic congestion, and estate taxes chief among them—but stressed that these aren’t insurmountable. In fact, he said, they’re already being addressed through fiscal stability, infrastructure investment, and targeted tax relief.
Not Just a Campaign—A Community
Anthony emphasized that branding isn’t about spin—it’s about storytelling, culture, and shared values. “We’re not just marketing a state,” he said. “We’re building a sense of belonging.” That’s why the campaign is increasingly tapping into local stories: from shellfish farmers in Stonington to chefs in New Haven, to students and CEOs sharing what makes Connecticut work for them.
And the efforts aren’t limited to tourism. The marketing office is collaborating with business development agencies to attract investment from other states and even abroad. As he pointed out, European firms are increasingly eyeing U.S. locations to avoid tariffs—Connecticut, with its skilled workforce and robust infrastructure, is ready to make its case.
Looking Ahead
Upcoming initiatives include:
- The launch of a Connecticut Pizza Trail (voting is open now).
- Support for America 250 celebrations via the state’s popular tourism site.
- A quarterly thought leadership series to connect business, education, and government leaders.
- Expansion of regional flight access, particularly at New Haven’s Tweed Airport.
Anthony closed with a reminder: marketing Connecticut isn’t just his job—it’s everyone’s. Whether you’re a business owner, a town official, or a lifelong resident, he urged people to share their stories, promote their communities, and proudly say what makes the state worth calling home.
“We all have a stake in how this place is perceived,” he said. “If we want people to make it here, we’ve got to show them how.”
Note: Members interested in engaging with Anthony over the marketing program should email him at anthony.anthony@ct.gov.