Project Journey:
The State of Innovation

Choose New Jersey, a nonprofit organization, tasked our team with pitching the state as a prime destination for global industry heavyweights to set up shop. In the post-Sopranos, post-Bridgegate era, we recognized the challenge ahead. However, we soon discovered the ingredients for success were already in place. From Thomas Edison to Bell Labs to Princeton University, New Jersey boasted more PhDs, patents, and innovators per square mile than nearly anywhere else in the U.S.

Our job was clear: showcase these facts in a bold, unmistakably Jersey way.  


   
  


     

The $9 million campaign launched with attention-grabbing ads targeting international travelers and sports audiences. 






It leaned on direct, occasionally counterintuitive messaging and punctuated news sites and social media with raw, brightly colored statistical tidbits designed to intrigue. These ads targeted key industries for New Jersey: advanced manufacturing, technology, life sciences, film, and food, all aligning with the Governor’s assertion that New Jersey has always been a State of Innovation.  




The campaign spanned digital banners, targeted social posts, full-page print ads, and out-of-home placements. Dedicated ‘NJInnovation’ landing pages integrated seamlessly into the Choose New Jersey website, adopting the campaign’s bold visual and verbal identity. These pages served as a hub for factoids, videos, interactive maps, and direct connections to corporate HR, real estate planners, and agents.  




Visually, the campaign broke from the typical state branding approach. Instead of relying on stock images of green parks and young professionals, we focused on unexpected subjects, sweeping landscapes, and heroic workers.





The messaging was unapologetically bold and direct, maintaining a consistent tone across all channels, from high-design ads to the simplest sponsored posts.  







In the 10 months following the campaign’s launch—despite the onset of COVID-19 lockdowns—click-through rates, inquiries, and overall interest in New Jersey surged dramatically.