What Went Wrong With Stronger Than the Storm?

Despite maintaining a near-constant TV presence, the much-ballyhooed Stronger than the Storm promotional campaign debuted too late to make enough of an impact on summer tourism, according to leaders in the state’s tourism industry.

Testifying at an Assembly tourism and arts committee hearing yesterday, destination marketing and economic development officials lauded the program’s modest successes but criticized its narrow scope and short run. They also called on the government to better fund the state’s official tourism arm and establish a sustained promotional campaign to bring more visitors back to the Shore.

The $25 million project launched in May with funding from a Housing and Urban Development recovery grant. The effort, which still maintains its website and social media activity, relied heavily on TV, radio, and Internet advertising to promote the Jersey Shore as “open for business” in advance of the summer season. But with a typical 90-to-120 day advance window for Shore bookings, disappointed speakers complained that the blitz should have started at the beginning of the year.

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