Pitfall of a state campaign

The launching of a state campaign for a state as well informed and as well connected as NJ is, inevitably gives rise to criticism. In NJ's experience, developing a new campaign for the state with the intention of reflecting state pride, instead made the states already negative even worse. In 2005, global image consultants Lippincott Mercer recommended the tag-line "New Jersey: We'll Win You Over" as part of a $260,000 contract, paid for by state taxpayers. Acting governor, Richard Codey, rejected the recommendation as appearing negative. The state, thinking it could do better, held a contest where the public would send their suggested tag-lines to a telephone hotline and website. The topic became a national joke within talk radio, newspapers, blogs and late night comedians, who suggested tag-lines such as "NJ: The Garbage State." Tag-lines with references to Bruce Springsteen such as "Born to Fun" and "Bada Bing! Choose New Jersey" that referenced the TV hit The Sopranos were popular suggestions among residents. The state reenforced negative stereotypes onto itself by providing the public a platform. The finalists of the state contests were "Love at First Sight," "The Real Deal," "The Best Kept Secret," "Expect the Unexpected," and "Come See for Yourself." Paul Deckert said this about the contests finalists, "I think it is the worst way to pick a slogan. If you have a beauty contest and 12 ugly people show up, you still have to pick a winner." The winner was "Come See for Yourself," suggested by Jeffery Antman. The winning tag-line however didn't last long as it was jetsam from tourist brochures and TV ads due to a legal issue with West Virginia, whom had previously used the tag-line. New Jersey is currently without a tag-line.