By Amy Baratta
TRENTON, N.J. -- Hoping to capitalize on the momentum of a
successful summer tourist season, New Jersey launched a $1 million
fall advertising campaign that for the first time promotes specific
The Fall for New Jersey television and print campaign is really
the combination of an autumn foliage promotion and last year's
Second Summer ad campaign that encouraged travelers to extend the
summer tourist season into September and October, according to
Linda Mysliwy Conlin, director of the division of travel and
tourism. Second Summer "was well received last year by the
industry, as well as visitors," Conlin said. "What we have learned
is that while tourists know 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 campaign is designed to change all that."
The five-week TV promotion, which began airing Sept. 22, the
first day of fall, also follows recommendations in the Tourism
Master Plan that was presented to Gov. Christine Whitman by the
tourism division in early October. The plan calls on the state to
target its core markets in the tri-state area as well as expand
tourism during the fall shoulder season.
Television ads will focus on the metropolitan New York and
Philadelphia markets as well as New Jersey, an area which supplies
the state with 92% of its day-trip visitors as well as more than
half of its overnight stays.
In addition, for the first time, New Jersey will be included in
package tours offered by Liberty Travel, a development that
delights Conlin, a former travel agent. "For us to work in
partnership with the travel and tour industry here in New Jersey is
especially exciting," she said. "To open up that New York Times
page with the Liberty Travel ad and see New Jersey right there with
package tours being offered -- it's just amazing."
The packages also let agents know that their participation in
expanding tourism to New Jersey is welcome, according to Conlin.
"It lets retail agents know that we want them to be part of
expanding travel and tourism here," she said.
Liberty Travel was chosen "because we were very impressed with
what [it] had done with Virginia Beach and Williamsburg," Conlin
said. "It also showed great interest in developing local getaway
The packages include Naturally New Jersey, with foliage tours in
the skylands region; Autumn Waves, featuring Atlantic City,
Wildwood and Cape May; Gateway to Fun, which incorporates visits to
the Liberty Science Center and Spirit Cruises, and Great Adventure
Weekends, which include overnight stays and admission to the Six
Flags theme park and drive-through safari.