The Other Side of Jersey: A Taste of Hunterdon

How do you change perceptions of a place people think they already know?
For Explore Hunterdon, Brand Enchanting Media created “The Other Side of Jersey,” a documentary-style tourism campaign designed to reveal a richer, more unexpected side of New Jersey through the flavors, farms, people, and stories of Hunterdon County.
Hosted by celebrity Chef Aaron McCargo Jr., the featured video takes viewers on a journey through Hunterdon’s farm-to-table culture, agritourism destinations, local businesses, and culinary experiences. Rather than relying on traditional destination advertising, the campaign used storytelling to position Hunterdon County as a place to discover—inviting travelers to experience the people and traditions behind the destination.
The film became the centerpiece of a broader branded-content campaign. Brand Enchanting Media extended the story across high-visibility billboards, social media, digital placements, OTT/streaming, television, print, and event marketing, creating multiple entry points into the Explore Hunterdon brand and driving audiences back to the documentary content and destination website.
The creative approach helped Explore Hunterdon establish a distinct tourism identity centered on one of the county’s greatest strengths: its farm-to-table and agritourism culture. The campaign increased views of video and photo content by 160%, grew page views 333% year over year, and generated a 700% increase in Philadelphia-area website traffic.
“The Other Side of Jersey” demonstrates how branded content can do more than promote a destination. By combining celebrity-led storytelling with authentic local voices and a coordinated media rollout, the campaign transformed Hunterdon County from a place on the map into a place travelers could imagine themselves experiencing.