Multichannel travel, tourism ad campaigns highlight local destinations at Jersey's Best

By Hunter Hulbert

NJ Advance Media

Iselin, New Jersey, USA


Travel and tourism has historically been one of the strongest advertising categories for NJ Advance Media’s lifestyle and entertainment brand, Jersey’s Best. To tap into this strength across our diverse mix of product offerings, we launched the This is New Jersey initiative in 2021.

This is New Jersey has further deepened our relationships with travel and tourism clients by producing content that carries their message in a way that aligns with the Jersey’s Best brand identity readers have come to love.

Each campaign seeks to capture the essence of a broader region in New Jersey by highlighting historical landmarks, favourite restaurants, picturesque landscapes, and other noteworthy sights handpicked by Jersey’s Best staff in collaboration with advertising partners.

Advertisers have responded very well to This is New Jersey because the content is expertly tailored to each platform, from videos on YouTube, Facebook, and Instagram to articles served on New Jersey’s largest news site,, to social graphics, and even an overnight getaway sweepstakes.

Of course, we can’t forget our signature print product – Jersey’s Best magazine – which includes a thoughtfully designed spread that brings the beauty of each destination to life with every flip of the page.

For its This is New Jersey campaign, Jersey's Best leveraged all the platforms, from social and video to print and digital.
For its This is New Jersey campaign, Jersey's Best leveraged all the platforms, from social and video to print and digital.

More than one way to tell a story

By mixing up the presentation methods and formats, we tell the clients’ stories in a multitude of compelling ways to engage different audiences and establish their destination as a must-visit spot in the state in the eyes of our travel-minded readers/viewers.

Leveraging the Jersey’s Best print and digital footprint ensures not only high reader/viewer engagement, but is also an excellent ROI for the client because there is a “newsworthiness” element that ignites mass interest amongst the public.

To that point, readers have commented on past campaigns saying:

  • “So exciting to see New Jersey look so beautiful. So many places I have never been to see and can’t wait to go.”
  • “Amazing chance to visit a beautiful town that I have heard about but never had the opportunity to visit!”
  • “Wow what a great way to discover a new town in our wonderful state.”

This feedback only scratches the surface of the excitement we have generated for our advertisers and the state. As with all our initiatives, our goal is to shatter the negative stereotypes many associate with New Jersey by showing the incredible destinations people need to see to believe. This is New Jersey is but one of the myriad ways in which we have and will continue to execute that mission.

About Hunter Hulbert

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