Hasta La Creative!

I’ve worked on tourism accounts, and I know it’s not easy. You have to satisfy lots of different audiences, not the least of which are the politicians ponying up the cash for the campaign. So there’s often a montage of footage that tries to avoid preconceived notions.

Today, New Jersey launches a new campaign with nary a Springsteen or a Soprano in sight. Take a look:

The PR release has more:

The campaign, which features images of GPS navigation screens and the familiar “you have arrived” broadcast voice-overs, capture New Jersey’s range of experiences – from bicycling to birdwatching, from starfish to spa treatments. Viewers will see historic venues such as Red Bank’s revitalized Count Basie Theatre, exciting dining and nightlife, and families bonding over Wildwood’s exhilarating rides and nostalgic “Doo Wop” culture.

Does this make you want to hit the Garden State on your next vacation?