The Background Story
Case Study: Destination Trenton
Rebranding the Capital with Culture, Color, and Community
The Challenge
Trenton, New Jersey our capital city is steeped in history, bursting with culture, and alive with creativity. But for too long, its story has gone untold. EFK was brought in to create a tourism brand that could reintroduce Trenton to locals, regional visitors, and new markets—showcasing it not just as the seat of state government, but as a vibrant, must-visit destination in its own right.
Our Solution
We built Destination Trenton—a brand that reflects the city’s energy, resilience, and richness. The visual identity used bold colors, dynamic shapes, and diverse representation to match the city’s spirit and communicate how Trenton sees itself: proud, powerful, and full of life.
The messaging centered around a core idea:
A day in Trenton is a day well spent.
From its Revolutionary War landmarks to underground art shows and food festivals, Trenton offers something for every kind of explorer—and we brought that message to life across video, social, and street-level activations.
The Campaign
EFK deployed a multi-platform strategy to show off Trenton’s personality and pull:
- Video Storytelling: We produced a suite of cinematic, fast-paced videos that captured the feeling of spending a day in Trenton from historic museum tours to live performances and markets. These videos became the centerpiece of our digital outreach.
- Event Spotlights: We highlighted Trenton’s unique events, including the Punk Rock Flea Market, jazz nights, multicultural festivals, and public art showcases, positioning them as reasons to make the city a weekend destination.
- Social Media Engagement: Using geo-targeted paid campaigns and organic content, we reached new audiences in NYC, Philly, and across NJ. The campaign included curated reels, event promos, and real-time stories from the city.
- On-the-Street Interviews: We hit the streets at Trenton’s key cultural sites—museums, markets, and music venues—to ask people:
“What was your experience like in Trenton?”
The responses—raw, joyful, and authentic—were featured across social channels to build trust and FOMO.
- Branded Merch & Visual Identity: We designed swag, signage, and digital assets using Trenton’s new brand colors—bright, bold, and full of energy—to visually unify the campaign citywide.
The Impact
The campaign turned heads and changed minds. Destination Trenton repositioned the city as a cultural hub worth exploring. Video content drove strong engagement across platforms, and social media comments and shares reflected a shift in public perception. Locals felt seen. New visitors were intrigued. And the city itself got to reclaim its narrative with pride.
