In the aftermath of Superstorm Sandy, New Jersey wants the world to know the state may have been knocked down, but they're definitely not out. A new advertising campaign set to launch in Washington, D.C., during the Presidential Inauguration aims to do just that with more than 150 city buses wrapped in "New Jersey. A State of Resilience" ads and massive banners emblazoned with the ad flying in the main hall of the capital's Union Station.
Spearheaded by privately funded and operated nonprofit Choose New Jersey, Inc., the ads are part of an integrated marketing campaign designed to reinforce the message that New Jersey has shown exceptional fortitude and resilience despite the $36.9 billion in damage inflicted on the state.
"We want people to know that we are standing strong and that most of our companies are open for business. New Jersey is a state that stands strong in the face of adversity," said Tracye McDaniel, president and CEO, Choose New Jersey, Inc. "Home to 21 Fortune 500 companies, 17 of the top 20 pharmaceutical companies and countless other financial, technology and manufacturing firms, we are one of America's best business locations. Superstorm Sandy didn't change that."
Through Choose New Jersey, not only was the campaign funded entirely by private industry, but strategic partnerships are allowing those funds to go a long way. Through partnership with the New Jersey Ad Club, the nonprofit group mobilized the advertising and marketing industry to donate design, production and advertising space to deliver a highly cost-effective campaign. As of today, for every dollar invested in the campaign, Choose New Jersey is receiving $37 in advertising value due to this mobilization.
The ads will continue to run throughout the year in the top MSAs based on growth potential and alignment with New Jersey's target industry sectors. To make an even greater impact, Choose New Jersey is looking for market opportunities in which a large group of CEOs, decision-makers and power-brokers are gathered. In fact, anyone attending the Super Bowl or Mardi Gras in New Orleans in February will see the same strong New Jersey image reinforced in the vicinity. To reinforce the Partnership for Action's business retention, expansion and foreign direct investment efforts, the ads will be appearing on billboards in New Jersey, as 15-second television spots both in and out of the state, in business magazines and newspapers and on social media platforms.
"The 'State of Resilience' campaign was designed to pack a punch without costing the state's taxpayers a penny," McDaniel commented, "and we're grateful for the support from the New Jersey Advertising Club and other partners that stepped up to the plate to make the campaign happen so quickly and cost-effectively."
"We are thrilled to be a part of this marketing campaign that is bringing together New Jersey's business and advertising communities," said Sandra Schler, president, New Jersey Advertising Club. "This is giving us the opportunity to work together and give back to our state by sharing messages about its positive business climate."
HarrisonRand Advertising, a Guttenberg, N.J., advertising firm, partnered with Choose New Jersey to develop a strategic and targeted multi-market campaign, which features strong imagery of construction workers to underscore the rebuilding and new building that is under way to make New Jersey stronger than ever. The Premier Tourist and Landmark Association, a media company based in New York City that represents iconic, high-traffic venues across the United States, donated placement of the four 17-foot-high banners in Union Station.
Other companies that donated services or space include: Business Facilities magazine, CBS Outdoor, Clear Channel Outdoor, Comcast, Commerce & Industry Magazine, Development Counsellors International, Gellman Images, The Jersey Journal, New Jersey Business magazine, New Jersey Law Journal, NJBIZ, NJM Insurance Group, Verizon and The Star Ledger (Advance Publications). Choose New Jersey would welcome any other companies or organizations that would like to contribute advertising space or services.