The Murphy administration unveiled a $3 million marketing campaign to draw in business – which the governor assured would not have his face on it, unlike several marketing campaigns by his predecessor.
“This is not a feel-good television commercial. This is a raw, cold-blooded investment on moving into New Jersey, to the business community,” Gov. Phil Murphy said at Rowan University on Tuesday.
Murphy assured that the campaign, which will be run by Secretary of State Tahesha Way, will ensure that “the world knows our story.”
The governor’s predecessor, Republican Gov. Chris Christie, was featured in the post-Superstorm Sandy campaign “Stronger than the Storm” along with his wife Mary Pat Christie, which came out in the summer following the 2012 storm to show that the Jersey Shore had made a full recovery and was open for business.
“You will not see my face as part of this,” Murphy assured.
The state already employs a variety of marketing efforts, such as a trade mission Murphy made to India in September, as well as last year’s trips to Germany and Israel. New Jersey now has an office in India to attract businesses eyeing a move into New Jersey, and another in Germany to attract similarly-goaled businesses from Europe.
Choose New Jersey, the nonprofit which paid for the trips, also plays a hand in marketing the state – though it is not clear how the marketing done in this new campaign will differ.
Tom Bracken, president of the New Jersey Chamber of Commerce, said he was impressed by the governor’s announcement of the new campaign, as well as a variety of other economic proposals Murphy unveiled while at Rowan.
“The governor gave a realistic assessment on where we have made progress, where we are falling short and what we need to do to make the state more affordable and competitive,” Bracken said in a statement.
“All of these will add resources to improve our economy and business climate,” he added.