New Jersey Tourism Case Study
Brushfire created a temporary "pop-up" storefront in New York City to bring a taste of the Jersey Shore to potential visitors and encourage consumers to plan overnight getaways to New Jersey, thereby generating revenue for the state's Division of Travel & Tourism. The project was wildly successful, strengthening the overall New Jersey brand as a travel destination and summertime hotspot.
- Tourism is a $39 billion industry for the State of New Jersey.
- Worsening economic situation is forcing many consumers to cancel or alter travel plans during the key summer tourism season.
- The breadth and variety of New Jersey's destinations are not widely known in neighboring states.
- Weakened economy presents an opportunity to attract nearby visitors for overnight stays.
- Provide a high-profile "vacation break" to busy New Yorkers, with a taste of the ideal beach vacation: sandcastles, cotton candy and a full calendar of iconic events and attractions.
- Partner with regional tourism representatives, individual hotels and attractions to create compelling programming, from casino gaming tips and showgirls to face painters, stilt walkers and local bands, as well as daily vacation prize drawings.
- Timely mass media outreach creates awareness, educates consumers and drives action.
- Ongoing staged events continue generating media coverage for over two months.
Upon evaluation, it was clear that the Jersey Shore Store was a total success, over-delivering initial projections in terms of visitors, goodwill and press coverage.
- Thousands of New Jersey Travel Guides and collateral from individual destinations and venues are distributed.
- A database of several thousand names of visitors to the store is created for future marketing outreach.
- PR and marketing efforts yield an impressive 46 broadcast news segments and 21 print and online placements, with an advertising equivalency or publicity value of more than $885,000 and a total audience of over 14,440,000.