Back in Business: Telling New Jersey’s Story of Resilience

Superstorm Sandy didn’t get us down, but got us up and running as a state with a strong story that couldn’t have been told without DCI.

Tracye McDaniel, CEO

NJ State of Resilience - Union Station

The Challenge

In October 2012, Superstorm Sandy rocked the Garden State, leaving behind mass destruction. During recovery efforts, state leaders needed to tell the world that New Jersey was back in business


The DCI Strategy

In partnership with a local advertising agency, DCI helped Choose New Jersey, Inc. roll out an integrated marketing campaign designed to reinforce the message that the Garden State was back in business, specifically targeting corporate decision-makers in high-impact markets.


The Results

  • Strategically launched during the 2012 Presidential Inauguration in Washington D.C. and in New Orleans during Mardi Gras and the Super Bowl, the “State of Resilience” ad campaign told New Jersey’s story of strength to an audience of thousands.
  • DCI spread the news of the campaign’s launch via an e-newsletter targeting high impact decision makers and business leaders and executed a media blitz by issuing a press release, securing interviews for key spokespeople.
  • In all, DCI’s media relations efforts resulted in nearly 1,000 articles placed both regionally and nationally.