Adrian Awards 2020
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—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 Title
NJ In The House
Recovery Strategies - Recovery Strategies
Recovery Strategies
Entry Award: