New Jersey Travel & Tourism

OBJECTIVES:
With the “We’re for you” campaign, Dana created a segmented marketing plan that would sell New Jersey as a year-round regional destination, drive traffic to the New Jersey tourism website and elevating the overall New Jersey.

ACTIONS:
The “We’re for you” theme allows for virtually limitless combinations for segmentation. The media plan focuses on the New York and Philadelphia DMAs with over 50% of the campaign devoted to digital advertising to better target behaviors and deliver a segmented message. A limited amount of radio and TV supports and enhances the digital campaign. Complementary feature stories through Outbrain, accompanied by relevant Facebook posts, support the three campaign pushes.

RESULTS:
The campaign’s success is measured by increased overnight visitation, guide downloads and email signups. In July 2015, visits and unique visitors to the VisitNJ.org website were up 43% over July 2014, and page views were up 28%. Visits YTD continued to improve, up 35% compared to January-July 2014.