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Choose New Jersey ad campaign launched at inauguration

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A Metrobus in Washington, D.C., bears an advertisement from the latest business recruitment campaign by the state's marketing arm. (Choose New Jersey)
A Metrobus in Washington, D.C., bears an advertisement from the latest business recruitment campaign by the state's marketing arm. (Choose New Jersey)

Thousands of people boarding buses at Union Station, in Washington, D.C., to watch President Barack Obama's public inauguration will get a bright reminder of New Jersey's resiliency after Hurricane Sandy, as the state's nonprofit business recruitment arm today launched a new advertising campaign to let the nation's decision-makers know the Garden State is open for business.

“We want people to know that … New Jersey is a state that stands strong in the face of adversity,” Choose New Jersey Inc. President and CEO Tracye McDaniel said in prepared remarks. “Home to 21 Fortune 500 companies, 17 of the top 20 pharmaceutical companies and countless other financial, technology and manufacturing firms, we are one of America’s best business locations. Superstorm Sandy didn’t change that.”

Entirely funded by Choose New Jersey’s private-sector partners, the “State of Resilience” campaign features images of construction workers that underscore the rebuilding and new construction efforts underway in the state. Four 17-foot banners and more than 150 Metrobuses currently bear those images at Union Station, and similar messages will greet every Super Bowl and Mardi Gras attendee in New Orleans in February.

To sustain the campaign throughout the year, the ads will also appear on billboards in New Jersey, in 15-second television spots in metropolitan areas both in and out of the state, on social media platforms and in business magazines and newspapers.

Through a partnership with the New Jersey Advertising Club, Choose New Jersey mobilized the state’s advertising and marketing industry to donate design, production and advertising space, which has allowed the state to reap $37 in advertising value for every dollar invested in the campaign.

In a statement, New Jersey Ad Club President Sandra Schuler said the joint effort “is giving us the opportunity to work together and give back to our state by sharing messages about its positive business climate.”

Choose New Jersey also received donated advertising services and space from Verizon, NJM Insurance Group, Gellman Images and other media organizations in the state to launch the campaign and reinforce on a nationwide scale the New Jersey Partnership for Action’s business retention, expansion and foreign direct investment efforts.

“New Jersey has really pulled together to launch this campaign to herald our business climate to corporate decision-makers,” McDaniel said in prepared remarks. “I am proud that a disaster like Superstorm Sandy didn’t get us down, but got us up and running as a state with a strong story to tell.”

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