State Relaunches 'Perfect Together' Campaign

EAST BRUNSWICK, N.J. -- As Yogi Berra would say, "It's deja vu all over again."

After nearly four years of using the slogan "New Jersey ... What a Difference a State Makes," the state division of travel and tourism relaunched the popular "New Jersey & You ... Perfect Together" theme first employed 15 years ago during the administration of Gov. Thomas Kean.

The announcement was made by Gov. Christie Whitman during the 1998 Governor's Conference on Tourism, held at the Brunswick Hilton and Towers here.

"It makes good business sense to return to the state theme of 'New Jersey & You ... Perfect Together' since it is still widely recognized and promotes so well our scenic, recreational, historic and cultural treasures," said Whitman, who noted that when she came into office in 1992 she wanted to change the slogan from that of the previous administration.

"We wanted our very own slogan and I thought it was a very good one," she said, referring to the "What a Difference a State Makes" theme, "but [New Jersey & You...Perfect Together] is one [everyone] always came back to."

The $1.5 million campaign, part of the state's overall $5.2 million tourism budget, will include print and television ads that feature a logo with a picture of the state in blue centered within the new slogan.

The new logo includes the state's barrier islands -- an omission from the original logo that angered some residents there.

Also during the conference:

  • Whitman unveiled New Jersey's 10-year Tourism Master Plan, cosponsored by the division of travel and tourism and Prosperity New Jersey, a public-private partnership created by Whitman to improve the state's economy. Included in the plan are 39 strategies for enhancing New Jersey's tourism industry, such as expanding the state's presence in international markets, increasing tourism during the shoulder season, developing cultural and historical sites into tourism destinations and creating ecotourism and rural tourism opportunities.
  • The division of travel and tourism announced that next year's tourism conference will be held March 21 to 23 at the Trump Taj Mahal Casino Resort in Atlantic City.
  • Marshall Murdaugh, executive director of the Atlantic City Convention & Visitors Authority, received the 1998 Governor's Tourism Economic Development Award. Murdaugh's $268 million convention center was recognized for its contribution to the state's economic growth in 1997.
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