Idea: A new slogan for New Jersey
Have you heard about all the problems New Jersey has been having coming up with a motto to attract tourists?
First, the state paid $260,000 to a consulting firm to come up with a slogan. They came up with, “New Jersey. We’ll win you over.” It was quickly rejected. Then the state held a contest to come up with a new slogan. The big winner was “New Jersey. Come see for yourself” submitted by Jeffrey Antman of Passaic, New Jersey. Well, a couple months ago they scrapped that one too after realizing that other states have used it in the past.
The consulting firm was on the right track in recognizing that many potential tourists have a negative view of New Jersey, and a good slogan could help people get over that hump. But “We’ll win you over” doesn’t convey that there’s anything good about the state. It almost reinforces the idea that it’s overrun by mobsters who will get you to like the state one way or another.
So I’ve come up with a slogan for New Jersey that I think captures the spirit of the state, and may entice people to visit who wouldn’t consider it otherwise. Imagine a whole campaign showing the lush vegetation, beaches, concerts, quaint little towns, and, well, whatever else they have there across the Hudson. And the slogan reads:
“New Jersey. It’s not what you expect from New Jersey.”
You like that one, New Jersey? Okay, so maybe off the bat you think it’s not positive enough. Now imagine it said in a really upbeat tone by someone like George Clooney. You like it now, huh? Well, you can have it for the low price of only $25,000. And I guarantee that no other state has used it.