• by Fern Siegel , Yesterday

Middlesex County, NJ, has a message for businesses: Succeed here. 

A new marketing campaign from TopRight positions the area as a desirable business hub, highlighting Middlesex's resources and creativity. The cross-channel campaign targets the life sciences, food innovation and autonomous technology industries.

"Everything Bagel"  runs on cable TV in the New Jersey and NYC markets, which include Long Island and Connecticut. The digital component includes programmatic CTV, display ads, social and audio. High-visibility OOH placements are located at major airports, such as Newark, and Goethals Bridge, which connects Elizabeth, New Jersey to Staten Island.

All drive home the same message: The bagel represents Middlesex County as a place that offers “a little bit of everything” for businesses. Other campaign images include a square strawberry, mist soda and cereal, each noting the area's plusses. 

“This latest campaign is a fresh take on how we see ourselves, it’s playful, bold and out-of-the-box for a regional government, while reinforcing the message that Middlesex County is an economic powerhouse in the Northeast. The ‘everything bagel’ creative epitomizes our economic-development ecosystem. We have all of the ingredients to succeed right here,” Shannon Tambini, Middlesex County's director of marketing, told Out to Launch.