New Jersey Multicultural Tourism

In an exciting, first-of-its-kind initiative, The Writing Company helped the New Jersey Commerce and Economic Growth Commission launch a new multicultural tourism campaign. Aimed at capitalizing on the tremendous growth and economic clout of the African American, Latino and Asian communities, the project was designed to increase the state's share of these lucrative travel markets.

Using extensive market research, focus groups and interviews with travel professionals and industry experts, The Writing Company developed a far-ranging multicultural tourism marketing plan incorporating multiple elements. The Writing Company also worked to promote the project via the press, successfully pitching news and feature stories on New Jersey's multicultural travel assets in both mainstream press and periodicals covering the travel industry.

One of The Writing Company's most notable accomplishments on this project was completion of the state's first-ever multicultural travel guide series. Five African-American Heritage Guides to New Jersey featured comprehensive listings of historic and cultural sites, major events and celebrations, jazz and blues festivals, special features and more - all in a colorful, upscale design. Three editions of the Latino guide have focused not only on statewide attractions and events, but also on the unique cultures of South American and the Caribbean that are found in numerous corners of the Garden State. The Asian Visitors Guide shined a spotlight on the cultural diversity created by the more than one half million Asian Americans in New Jersey. On each guide, our firm prepared original editorial content, assembled visuals from both outside sources and our own photography team, and handled graphic design.