New 'Welcome to Newark' Marketing Campaign Hopes to Boost City's Post-Pandemic Economy

The drive behind the campaign comes when all of America's cities are experiencing varying degrees of apprehension about how and when their towns will get to the uncertain new normal. Therefore, the traditional attraction of cities as hubs of economic and cultural activity have become an even more important focal point for urban recovery.

The video that is the centerpiece of the 'Welcome to Newark' integrated destination marketing campaign clearly plays to the city's strengths. The two-and-a-half-minute video features an intimate performance at NJPAC surrounded by the energy of the city and a variety of visitor experiences.

These experiences include historic finds in Branch Brook Park, adventures for the family, glimpses at fun shopping, and explores the diversity of local restaurants. The beauty of the outdoor public spaces, entertainment venues, a thriving public art scene, and unconventional cozy corners are previewed to focus on the variety of Newark’s offerings as a travel and tourist destination.

The “Welcome to Newark” musical piece provides an ideal backdrop to the visual presentation of some of Newark’s treasures. The track was produced by Carter “Roc” Mangan, Jr., a music producer, musician and sound engineer from Newark who has created original content for film, television, individual artists and other media. The destination video was produced in concert with Palette Group, a Brooklyn based, full-service production and creative agency, and was directed by New Jersey native Amandla Baraka, Mayor Ras Baraka's daughter. 

The new video, funded by a state grant through the NJ Division of Travel & Tourism, will be available to view on the newarkhappening.com website and the GNCVB YouTube channel. It will also be featured at all local, regional, national, and international travel and tourism meetings and conferences.

The GNCVB’s “Welcome to Newark” destination marketing campaign is intended to be ubiquitous throughout the New York/New Jersey media market area as 15 and 30 second versions of the video will be successively and continually rolled out through broadcast TV, radio, digital, social media, out-of-home, and other advertising platforms.

Mayor Baraka stepped up to the microphone at Friday's 'Welcome to Newark' video launch event to play the role of Brick City's chief cheerleader.

"This video is exactly what Newark needs right now," said Baraka, whose spoken word performance is included in the campaign's film montage. "It is not contrived or forced. It is very genuine. Newark has always been what it is. The problem is people refuse to see us. So what this film does is it puts us in your face so you can't avoid seeing us. That way, we have to call beauty, beauty, when it's beautiful. That's exactly what it does."

John Schreiber, president and CEO of NJPAC, told the crowd exactly what he wanted to do as COVID continues to recede, a suggestion with the intention of encouraging needed fun after what's been a trying time for all. 

"We know how extraordinary our city is. We need the rest of the world to know it as well," Schreiber said as he proudly promoted a series of performances about to arrive at NJPAC. "It's so good to see maskless, vaccinated folks. I will tell you that I am double vaccinated, got my booster shot, and my flu shot. And now I'm going to the bar for a shot of tequila."

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published this page in News and Politics 2021-11-08 03:24:29 -0800