Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program? By following a long-term strategic plan using a very precise segmentation approach in both messaging and tactical execution developed by their agency of record, New Jersey Travel and Tourism (NJTT) built awareness and increased visitation to over 116 million in 2019, representing a 4.9% year-over-year increase. While the state proactively undertook efforts to stop the spread of COVID-19 throughout 2020, NJTT had to get creative to continue to build its brand, drive awareness, increase share of voice and provide hope as travelers planned for the future, all while helping buoy the NJ economy and employment. Knowing that it takes years for destinations who pull back marketing during a recession to grow their visitation numbers back to previous levels, NJTT’s agency of record developed a new strategic approach to maintain engagement with future travelers in the second quarter of 2020. The primary driver of this effort was the creation of a microsite that served as a collection of all the ways travelers could safely connect with New Jersey’s unique offerings and attractions online. The name for this microsite, fittingly, was New Jersey in the House, as it was designed for virtual visitors enjoying content from their living room couch. On-site features included: Live & Daily Streams of top attractions and shore feeds; Virtual Tours & More of museums, libraries and other visitor favorites; Garden State Games that were sharable via social media; a Now Playing list of streaming movies with a New Jersey connection; Branded Digital Backgrounds for all of the video conferences remote employees were attending; and even a Spotify playlist featuring music from New Jersey’s most famous entertainers.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)With a limited marketing budget to throw behind promotion of the project, the New Jersey in the House microsite was primarily supported through public relations efforts and a promotional slider on the home page of visitnj.org—but that did not dampen traffic and enthusiasm for the content. The microsite captured 10,462 visitors (10,096 of which were unique) in the first six weeks alone. These visitors took a total of 26,061 actions, achieving the goal of generating engagement with the New Jersey brand during a timeframe when chasing revenue in the travel space was just not responsible or feasible.

Entry TitleNJ In The House

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies