Phil Murphy
Lt. Governor Tahesha L. Way
Secretary of State

December 07, 2023
Contact: Emel Crawford
Press Office: 609.292.7138

New Jersey Tourism Expands “Little State, Lotta Wow,” Marketing Campaign Into Winter Season

The Garden State’s Creative Campaign Delivers on Wow Factor with High-quality, Value-driven Travel Experiences for Visitors and Residents throughout the Holidays and Winter Months

TRENTON, N.J. (December 7, 2023) — The New Jersey Division of Travel and Tourism (NJTT) today announced the next seasonal evolution of the “Little State, Lotta Wow,” national marketing campaign, which promises to exceed travelers’ expectations of the Garden State in surprising and unexpected wow-worthy ways this winter.

Building on the continued growth and success of its debut this fall, the “Little State, Lotta Wow,” marketing initiative combines integrated, digital, out-of-home, radio, television and print advertising, as well as sponsorships, activations, and athletic team partnerships, designed to spotlight the abundant number of top-notch tourism offerings available in New Jersey—often considered a geographically small state, but one that is certainly big on personality.

“Through our ads, consumers will definitely be wowed by an exciting, multimedia experience that features such destinations as Washington Crossing State Park, Cape May, American Dream and the New Jersey Performing Arts Center, just to name a few,” said Executive Director of NJTT Jeff Vasser. “From New Jersey’s award-winning restaurants to a host of outdoor field and snow excursions, travelers will get a glimpse into new, perhaps never-before-considered ways to explore the state this season.” 

Pulling from a selection of the state’s diverse and expansive 1,034 attractions, 463 historical landmarks, 130 miles of coastline and 418 cultural experiences to spotlight, the campaign will primarily target the markets of Philadelphia and New York, which provide for over 50 percent of New Jersey’s visitation. “Little State, Lotta Wow,” will additionally secure a media footprint in the following regions: Washington, D.C., Baltimore, Wilkes Barre-Scranton, Harrisburg, Pittsburgh, Albany, Utica, Cleveland, Columbus and Dayton. New Jersey also markets to international tourists with promotions in the United Kingdom, Ireland, Germany and Canada.

As New Jersey continues toward its goal of increasing visitation to the state, the global marketing campaign supports important measures to secure valuable leisure overnight and day tourists and encourages Garden State residents to vacation in their own backyards where the wow factors of quality, simplicity, expertise and authenticity abound.

To view the “Winter Wows in New Jersey,”:30 second spot, please visit VisitNJ/YouTube. For more information on how to plan your winter escape to the Garden State, which includes holiday guides and planned trip itineraries featuring wineries, breweries, historical and food trails, please visit


About New Jersey

New Jersey offers a wide variety of experiences to visitors all year long. Travelers and residents can enjoy outdoor adventures, renowned culinary offerings, educational opportunities, and a strong arts and cultural scene. With numerous state and national parks, beaches, skiing, tax free shopping, historic sites, museums, and more, New Jersey blends together its rich history and exciting present. Home to the nation’s first beach resorts and the birthplace of major inventions, New Jersey offers a picturesque escape and dynamic opportunities for visitors from near and far. For more information, visit


Media Contacts: 


N.J. Department of State, Division of Travel and Tourism  

Emel Crawford

Tel: 609.292.7138


Lou Hammond Group  

Victoria Polansky / Brigid Garrett 

Tel: 212-891-0238 | 212-891-0213 

Email: |