New Jersey Goes All Warm And Fuzzy

I’ve worked on tourism accounts, and I know it’s not easy. You have to satisfy lots of different audiences, not the least of which are the politicians ponying up the cash for the campaign. So there’s often a montage of footage that tries to avoid preconceived notions.
Today, New Jersey launches a new campaign with nary a Springsteen or a Soprano in sight. Take a look:

The PR release has more:

The campaign, which features images of GPS navigation screens and the familiar “you have arrived” broadcast voice-overs, capture New Jersey’s range of experiences – from bicycling to birdwatching, from starfish to spa treatments. Viewers will see historic venues such as Red Bank’s revitalized Count Basie Theatre, exciting dining and nightlife, and families bonding over Wildwood’s exhilarating rides and nostalgic “Doo Wop” culture.

Does this make you want to hit the Garden State on your next vacation?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Schrodinger's Copywriter says:

    This ad does not make me want to go to New Jersey.
    It makes me want to write the head of their tourism board and recommend that he stop having his wife and 14-year old kid put together their ads with iMovie.

  2. This ad makes nobody want to go to the Garden State. It is boring and looks nonprofessional.

  3. I think that in at least 43 of the 50 states, the state tourism board uses a similar commercial to plug the state as a tourist destination. As do most of the Canadian provinces.