Developing a Clear Identity

The Journey

Dana identified the need to develop a clear identity that would differentiate New Jersey Southern Shore from other vacation destinations up and down the state’s popular coastline as the singular goal of this project. Although straightforward, achieving it was not without challenges. Cape May and Cumberland Counties offer something for nearly every visitor’s interest. So the greatest hurdle was to distill the DMO’s “everything for everyone” offerings into a finitely-defined yet widely-compelling brand that would deeply resonate with leisure travelers.

the results
4
Core Values
4
Brand Pillars
10
Marketing Templates

The Destination

In a sea of me-too beach towns spanning 130 miles of coastline, New Jersey Southern Shore boasts unique selling propositions to out-tourism the competition. These distinctions inspired Dana’s creation of a new identity for the DMO which included a set of core values and brand pillars as well as an easily communicated brand promise and, at its heart, this fully realized brand story: “Welcome to a place that’s real…and really charming. Where food comes straight from the sea and soil. And hitting the thriving arts and culture scene comes as naturally as reconnecting with the outdoors and playing in the surf. Escape the everyday and feel free to pursue your passions in a destination that’s…Authentically Charming, Sincerely Yours –­ New Jersey Southern Shore.”