stronger than the storm
A 360° Tourism Recovery Campaign
Role: Associate Creative Director
Disciplines: Creative Direction, Team Leadership, UI/UX Strategy, Brand Identity, 360° Integrated Strategy
In the wake of Hurricane Sandy, New Jersey needed more than a recovery effort—it needed a narrative shift. I led the creative team in architecting "Stronger Than The Storm," a massive 360° campaign that transformed a story of disaster into one of resilience, utilizing a data-driven web hub and a summer-long series of experiential activations to prove the Shore was "open for business."
The Challenge: Shifting the Narrative
The objective was twofold: restore local pride and drive tourism revenue back to a region perceived as "in ruins." We had to convince travelers that New Jersey’s beaches and businesses weren't just functional, but better than ever. The challenge was to create a cohesive brand that could scale across high-profile PR events, digital search tools, and traditional advertising.
The Strategy: A Utility-First Digital Hub
Rather than a static "brochure" site, I designed a custom campaign website built around the Yelp API. This turned the hub into a functional search engine for the entire state, allowing users to find real-time info on open attractions, dining, and activities.
Dynamic UX
I architected a user interface that served as a central "command center" for the summer, hosting news, blog updates, and social media feeds that documented the state's recovery in real-time.
Team Leadership
I managed two on-staff designers to populate the ecosystem with content, ensuring every blog post and social update adhered to the vibrant, optimistic visual language of the campaign.
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The Execution: Scalable Branding & Experiential
To keep the momentum through the summer, we organized a "Tour of the Shore." I oversaw the creation of a modular branding system where each event—from sandcastle contests to ceremonial ribbon cuttings—received its own custom logo variation derived from the core campaign identity.
The "Jersey Shore Soundoff"
The crown jewel of the experiential effort was a statewide songwriting contest I personally designed.
The Concept
A digital-to-physical activation where local musicians competed for a chance to open at the legendary Stone Pony.
The Impact
This event bridged the gap between New Jersey’s rich musical heritage and the modern "Stronger Than The Storm" message, generating massive PR buzz and community engagement.
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The Results: A Record of Success
The campaign was a resounding success, fundamentally changing public perception and driving record-breaking engagement metrics:
Digital Reach
339,037 website visits and 138 million Twitter impressions.
Massive Engagement
Over 318,000 event attendees across 33 unique activations.
Sentiment Shift
Post-campaign polling showed that 93% of respondents believed the Jersey Shore was open for business, and 88% held a positive perception of the region.
Public Awareness
81% of people polled had recently seen, heard, or read about the Jersey Shore.
