Everyone "Falls" for New Jersey; New Tourism Campaign Highlights State's Autumn Attractions and Multi-Cultural Diversity.TRENTON, N.J.--(BUSINESS WIRE)--Sept. 22, 1997--Summer may be ending, but now it's time It's Time was a successful political campaign run by the Australian Labor Party (ALP) under Gough Whitlam at the 1972 election in Australia. Campaigning on the perceived need for change after 23 years of conservative (Liberal Party of Australia) government, Labor put forward a to "Fall for New Jersey" - the state's new, upbeat television and print advertising tourism campaign. By enticing tourists to "Fall for New Jersey," the state will capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. it's successful summer season by promoting tourism in New Jersey during the autumn months. At the same time, Commerce Commissioner Gualberto "Gil" Medina announced that the state has begun a new multi-cultural tourism initiative, which will highlight New Jersey's rich cultural and historic attractions, and tailor advertising to attract African-American, Hispanic and Asian-American tourists. "Summer may be winding down, but that doesn't mean that vacations are over," said Governor Christie Whitman. "Autumn in New Jersey is a beautiful time of year, whether that means enjoying the serenity of the Jersey Shore or the vibrant colors of the season along New Jersey's mountains and rivers. It's easy to fall for New Jersey - a visitor just has to spend a few hours here before they are captivated cap·ti·vate tr.v. cap·ti·vat·ed, cap·ti·vat·ing, cap·ti·vates 1. To attract and hold by charm, beauty, or excellence. See Synonyms at charm. 2. Archaic To capture. by the beauty, and the diversity, of our state. And what better way to highlight that fact than on the first day of fall!" The fall advertizing campaign, unveiled today by Commissioner Medina, will be supported by fall package tours developed by the Division of Travel and Tourism and Liberty Travel. The $1 million "Fall for New Jersey" campaign will build upon the successful summer tourism season and follows a key recommendation of the upcoming Tourism Master Plan, which calls on the state to target its core markets in the tri-state region For other tri-state regions, see . The Tri-State Region is commonly used in the area surrounding New York City to unambiguously refer to the greater metropolitan area. Sometimes the phrase is shortened to "the Tri-State," or "the Tri-State Area" is used instead. , as well as expand tourism during the fall "shoulder season." "New Jersey is a seasonal paradise," said Commissioner Medina. "Last year, tourism brought in more than $24 billion in revenue to our state, with the bulk of those visits occurring in the summer season. We're convinced that much of the tourism industry's potential for growth lies in building business during the "shoulder" seasons of fall and spring. After all, the more tourists visit New Jersey, the more jobs that are created - and that's the bottom line behind everything we do." The five-week television campaign, which begins airing today, will be focused in the metropolitan New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. , Philadelphia and New Jersey markets. The reason: 92% of the state's day trip visitors, and more than half of its overnight stays come from the Greater Metropolitan New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of City/New Jersey/Greater Philadelphia markets. Competing destinations such as Connecticut, Massachusetts, and Virginia have increased their advertising into New Jersey: this effort is designed to not only increase tourism to our state, but to protect the base as well. For the first time, New Jersey will be part of package tours, offered by Liberty Travel. The four package tours, developed with the Division of Travel and Tourism, include "Naturally New Jersey," which includes foliage tours in the beautiful Skylands Region The Skylands Region refers to an area in Northwest New Jersey that is part of the New York - New Jersey Highlands, near the borders with New York and Pennsylvania. The area features uplifted land and mountains that are elevated over much of the coastal plain of South Jersey and ; "Autumn Waves", featuring the excitement of Atlantic City Atlantic City, city (1990 pop. 37,986), Atlantic co., SE N.J., an Atlantic resort and convention center; settled c.1790, inc. 1854. Situated on Absecon Island, a barrier island 10 mi (16. and Wildwood Wildwood, city (1990 pop. 4,484), Cape May co., SE N.J., on an island off Cape May; settled 1882, inc. as a city 1911. It has large commercial fisheries and is a popular summer seaside resort with many vintage motels and other buildings from the 1940s–60s. and the quaint quaint adj. quaint·er, quaint·est 1. Charmingly odd, especially in an old-fashioned way: "Sarah Orne Jewett . . . charm of Cape May Cape May, city (1990 pop. 4,668), Cape May co., S N.J., on Cape May peninsula and the Atlantic Ocean; settled in the 1600s, inc. 1857. One of the nation's oldest beach resorts, it became known in the mid-19th cent. ; "Gateway to Fun" featuring Liberty Science Center and Spirit Cruises; and "Great Adventure Weekends," which include overnight stays and admission to the theme park and the drive-thru safari. "What better time to showcase our state than the fall, when New Jersey is its most picturesque and beautiful," said State Travel Director Linda Mysliwy Conlin. "Our inaugural "second summer" campaign was well-received last year by the industry, as well as visitors. What we have learned is that while tourists know of what New Jersey has to offer in the summer, the fall season - which includes everything from autumn leaves, to pick your own farms, to wineries - is still an untapped market. This is designed to change all that." In addition to the fall campaign, the state is also promoting a new multi-cultural tourism initiative. This initiative will outline strategies to attract multi-cultural leisure travelers, promote the use of New Jersey convention facilities to multi-cultural organizations, package ethnic and cultural historic sites as tourist attractions Noun 1. tourist attraction - a characteristic that attracts tourists attractive feature, magnet, attractor, attracter, attraction - a characteristic that provides pleasure and attracts; "flowers are an attractor for bees" , and target ethnic travel and tour operators. "This initiative will promote New Jersey to the $32 billion multi-cultural tourism market," Governor Whitman said. "We want to make sure that everyone knows that they are not only welcome in our state, but that they are wanted." The state has conducted focus groups with African-American and Hispanic residents to learn what New Jersey needed to do to reach these potential leisure travelers. The focus groups made it clear that New Jersey needed to advertise more directly to these groups, and build awareness that New Jersey is a culturally diversified state. (A similar focus group is planned for Asian-Americans). The initiative seeks to increase travel to New Jersey from African-American, Hispanic and Asian-American markets, while promoting the rich culture and history of the state's diverse ethnic communities. The Department of Commerce, working with the New Jersey Historical Commission, has begun cataloguing historic sites of interest to these travelers. In addition, as part of its overall tourism promotion, the state will more aggressively target this audience, by placing advertisements in ethnic newspapers and magazines. In addition, a multi-cultural television special, highlighting New Jersey's Asian-Indian community on New Jersey Network, will also be sponsored by the Division of Travel and Tourism. The 30-minute television special, Rose's Melting Pot melting pot America as the home of many races and cultures. [Am. Pop. Culture: Misc.] See : America , will feature Asian Indian culture, cuisine and history, by highlighting New Jersey museums, festivals, restaurants and music that focus on India, including the Kathak Arts Center in Piscataway, and the East Indian East In·dies Indonesia. The term is sometimes used to refer to all of Southeast Asia. Historically, it referred chiefly to India. East Indian adj. & n. Noun 1. collection of the Newark Museum The Newark Museum is the largest museum in New Jersey, USA. It holds fine collections of American Art, decorative arts, and arts of Asia, Africa, the Americas, and the Ancient World. . "This approach has economic, as well as cultural benefits," said Commissioner Medina. "The multi-cultural travel market is a $32 billion per year market, with $7 billion spent annually on conventions and meetings. New Jersey has so much to offer; we want to make sure that everyone knows what a difference a state makes." CONTACT: New Jersey Department of Commerce & Economic Development Lisa Kruse, 609/984-6677 |
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