When the City of New London’s arts organizations, local attractions, businesses, and other venues came together to promote the City’s history, culture, and attractions, OTM was called in to work its magic. OTM created LOVIN’NEW LONDON, a summer-long, multi-faceted regional campaign to attract visitors from throughout the region. The goals were to generate awareness, drive traffic, and increase revenue at the various organizations.

The marketing approach was as diverse as the City itself. A website, unique logo, and branding lines were developed. Traditional radio and print, cable TV were used regionally. However, the successful components also included unique bus wraps on buses driving the shoreline from New Haven to RI, Aerial Banners above RI beaches and the Connecticut shoreline, brochures left at regional businesses and organizations, social media components, and a LOVIN’ NEW LONDON photo contest. Show us your picture, which gives a sense of what New London is all about. Of course, an enlarged Winning Photo was hung in the hallways of New London City Hall. Also used were prizes from all, such as creating radio, TV, and print giveaways to area beach attractions, restaurants, and other attractions, including overnight accommodations. The grand prize included a year’s worth of things to do in New London.

 City officials called it “A comprehensive summer-long menu of individual and collaborative offerings to engage, amaze, and entertain visitors, families, shoppers, and future New London residents and businesses.”