Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The New Jersey Division of Travel & Tourism is continuously striving to increase awareness of its diverse culinary scene as well as influential figures who might inspire travelers on their next trip to the State. With the late Anthony Bourdain having grown up in New Jersey and spending summers on the Shore, NJTT developed an official “Anthony Bourdain Food Trail” that highlights 10 of his favorite New Jersey restaurants that were featured on his hit CNN show “Anthony Bourdain: Parts Unknown”. Boston Globe travel correspondents Diane Bair and Pamela Wright were hosted by NJTT on a three-day trip to visit all spots on the Bourdain Food Trail, which resulted in a dedicated feature in The Boston Globe. Multiple businesses throughout the state were mentioned, profiled and featured, with website links linking back to their independent websites. Interviews with local partners were also coordinated and included in the article.
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)
The New Jersey Division of Travel & Tourism effectively reached a target audience of drive market consumers in the Greater Boston region, as well as nationwide, reaching an audience of 4,150,867 readers and an ad value of $2,386.74.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
This further supports the growth in the State’s visitation, which has seen an increase in more than 5% year-over-year in volume to 120.5 million from 2022’s level of 114.6 million visitors, registering 4% higher than 2019 record level of 116.2 million.
Entry Title
New Jersey's Anthony Bourdain Food Trail, The Boston Globe
Division
Public Relations/Communications - Feature Placement Online or Print - Consumer Magazine or Newspaper
Category
Public Relations/Communications