"We're enthusiastic about the campaign," said Crisafulli, adding that the state would also introduce a vacation guide that highlights attractions throughout New Jersey.
That was welcome news to members of the travel and leisure industry in Cape May County, which last year generated $16 billion - or 41 percent - of the state's tourism revenue. The region's revenue ranks second only to Atlantic City among Garden State destinations.
The $38 billion vacation industry is the second- or third-largest economic sector in New Jersey, depending on the year, and accounts for about a half-million jobs. Cape May County, which attracts 50 million visitors annually, employs about 35,000 people a year in tourism.
The lack of a big marketing campaign last year to entice visitors stung John Siciliano, executive director of the Greater Wildwoods Tourism Improvement and Development Authority.
Every time he saw a TV commercial for Ocean City, Md., or Virginia Beach, Va., "it just drove me nuts," Siciliano said. "When you have a bad economy to begin with, you don't back away from spending money to promote one of your top industries. It made no sense to us."
To help Wildwood, North Wildwood, and Wildwood Crest rebound from 2009, when tourism spending bottomed out, Siciliano's agency spent more than $1.5 million on advertising - several hundred thousands of dollars more than it did the previous year.
Its cheeky campaign slogan apparently struck a chord with vacation bargain-hunters. "Are You Free This Summer? The Wildwoods Are" reminded travelers that the Wildwoods, unlike most other resorts in the county, do not charge beach-tag fees and offer a multitude of free summer events.
