The Background Story
Case Study: Mercer County, New Jersey
Branding a Destination: “Picture Yourself Here”
The Challenge
Mercer County, New Jersey, is home to world-class attractions from the Ivy League charm of Princeton to the cultural pulse of Trenton. Yet despite its rich offerings, the county lacked a cohesive tourism brand that could unify its diverse communities and appeal to both visitors and locals. EFK was engaged to build a brand that could elevate Mercer County’s tourism identity and drive engagement across digital platforms and in-person experiences.
Services Provided
As the Agency of Record, EFK worked with Mercer County officials to create tourism strategies, campaigns, and deliverables including:
Our Solution
We created a destination brand around a simple but powerful idea:
“Picture Yourself Here.”
This brand invited people to envision themselves experiencing all the unexpected and exciting things Mercer County has to offer. Whether that meant walking the halls of the Princeton University Art Museum, exploring Revolutionary War landmarks, catching a show in Trenton, or enjoying the charm of Lambertville, the message was clear, there’s something for everyone, and you belong here.
The Campaign
To bring the brand to life, we launched a fully integrated tourism campaign, including:
- Visual Identity: A vibrant brand system showcasing Mercer’s diverse assets such as arts, culture, history, food, and outdoor adventure.
- Website & Collateral: Branded visitor maps, itineraries, and a web hub that guided travelers through curated experiences.
- Social Media Activation: We developed a targeted social campaign built around #PictureYourselfHere. Strategic “Instagrammable” photo spots were placed throughout the county from Princeton’s iconic gates to Trenton’s colorful murals—encouraging people to snap, share, and amplify the message organically.
- Community Engagement: Local businesses, tourism partners, and municipalities were equipped with digital assets and signage to build momentum and unify messaging across the county.
The Impact
The “Picture Yourself Here” campaign didn’t just promote tourism it reshaped perception. Mercer County went from being a collection of towns to a connected and compelling destination with something for every traveler. The hashtag #PictureYourselfHere gained traction across social platforms, generating thousands of organic impressions and creating a real sense of pride among residents and businesses.
