Stronger than the Storm

Stronger than the Storm was an advertising campaign to promote tourism in New Jersey in 2013. It portrayed the state as being resilient and having recovered from the impact and aftermath of Hurricane Sandy, which had caused severe damage in Autumn 2012. The media blitz included billboards, radio spots, and television commercials featuring the Jersey Shore and including appearances by the Governor of New Jersey, Chris Christie, and his wife and children. The United States Department of Housing and Urban Development (HUD) provided funding for the promotional campaign. The awarding of the contract to marketing firm MWW and the propriety of Christie's use of the ads during a re-election campaign has drawn media and governmental scrutiny. In January 2014, HUD initiated an audit of the expenditure. The audit is one of two simultaneous federal inquiries begun in 2014 involving the Chris Christie administration use of federal funds provided by the Hurricane Sandy relief bill.

Hurricane Sandy, which had landfall on October 29, 2012, caused a 13-foot tidal surge that inundated many coastal communities on the Jersey Shore, the Hudson Waterfront, and the New Jersey Meadowlands. As part of recovery funding, New Jersey received a waiver from HUD to use $25 million for advertising to promote tourism in the state the following season. The campaign was administered by the New Jersey Economic Development Authority, directed by Michelle A. Brown, which was responsible for the distribution of Sandy relief funds. Of four bidders, two were invited to do presentations to the board on March 15, 2013. The contract was awarded to the marketing firm MWW, based in East Rutherford.

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