Choose NJ touts strong Q1, recent congestion pricing ad campaign

Choose New Jersey recently recapped its first quarter of 2023, which the nonprofit economic development organization says builds on its 2022 momentum.

The period was highlighted by the March opening of a new office in Tel Aviv, the New Jersey Israel Center, while Choose New Jersey also touted the recent launch of its “This is New Jersey” advertising campaign.

The billboards have gained national attention for their jump into the escalating congestion pricing fight between the Garden State and New York. The snarky displays take aim at congestion pricing, offering a New Jersey-tinged solution. Ads include: “Less Congestion. No Congestion Tax,” and “Paying a Congestion Tax to Sit in NYC Traffic? Get Outta Here.” They have been strategically placed in high-traffic areas and end with a call to “Move your business to New Jersey.”

Initial locations of the physical billboards include in Queens, N.Y., and Bergen County, with additional assets set to be released soon in Manhattan, the Bronx, Hudson County and more, for a total of nine billboards throughout the region.

“New York’s congestion tax scheme is unfair for North Jersey commuters who already pay so much in tolls and fees,” said Gov. Phil Murphy. “At the same time, it presents an opportunity for us to stress the value proposition of New Jersey for New York City residents and businesses alike: an ideal location, talented pool of workers, less congestion, and most importantly, no congestion tax. I’m out there every day making the argument for why businesses should give New Jersey a close look for relocation.”

In addition to clapping back at congestion pricing, Choose New Jersey says the campaign is intended to showcase the state as a great place to live, work and raise a family. Echoing the value propositions the governor pointed to as well as an unmatched quality of life, the organization highlighted the state’s inclusive laws, diverse landscapes, beaches, boardwalks, bustling cities, and quaint suburbs.

In addition to the billboards and digital ads that have been launched, additional placements are planned to be rolled out in the coming months.

“We are making sure people around the country and world know New Jersey has everything businesses need to be successful in a location that is truly one of the best places to live,” said Ralph LaRossa, chairman of Choose New Jersey and president and CEO of PSEG. “New Jersey is a diverse state with mountains, boardwalks, wineries, quaint towns, and more. We’re proud of our top public school system, highly educated workforce, and a culture of inclusivity. It’s place where workers and families can feel at home.”

The campaign’s business attraction website offers resources for business owners and the general public to learn more about the state, showcasing New Jersey’s thriving key industries as well as programs and assets the Garden State offers to help businesses succeed.

“As champions for the state, we meet with decision-makers all over the world promoting New Jersey as the ideal place to establish or expand a business,” said Wes Mathews, president and CEO, Choose New Jersey. “Our new advertising campaign keeps our message top of mind. New Jersey is far more than meets the eye, and our ads showcase all our state has to offer in an attractive way.”

Choose New Jersey’s also noted other Q1 achievements, including:

• Accompanying Murphy on a business attraction mission to California in January;
• Pitching the recent studio partners and film-lease partners designation and other business incentives offered by the state;
• Meeting with film studios, venture capital firms, and tech companies to highlight the benefits of expanding to New Jersey; and
• Mathews traveling to Germany with the governor in February to participate in the Munich Security Conference and holding several meetings with leading European companies.

“New Jersey has all the assets businesses need to succeed along with the quality of life that attracts top talent,” said Mathews. “New Jersey’s ideal location and diverse communities are major assets for successful companies and their employees. Our team stands ready to assist businesses in their relocation or expansion decisions.”