Visitors to Hunterdon County, or even residents themselves, may have a particular downtown area that they like, or might know of one attraction that keeps them coming back.
But Marc Saluk, the county's director of economic development and tourism, said there is much for locals and tourists alike still to discover about this area of western New Jersey.
He suggested that the new "Explore Hunterdon" campaign, being launched through Facebook, Instagram, internet advertisements, press releases and a comprehensive website, is somewhat of an admission to visitors that their experience up to now may not have been a full one.
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"They haven't really realized what else is around them because we haven't done a great job of telling our story, and turning day trippers into folks that realize there's enough to do here to stay for the weekend, or even longer," Saluk said.
While not disparaging or denigrating other parts of the Garden State — particularly now, when the Jersey Shore is the big summer draw — Hunterdon has adopted a clever, geographically-based slogan for its efforts.
The county is marketing itself as "The Other Side of Jersey," and Saluk said there will be offshoot campaigns highlighting the "playful" or "tasty" or "active" sides.
"We're also trying to make sure that people realize this is a different part of Jersey than the Jersey you may be used to experiencing, and that's where we have fun with that tongue-in-cheek tagline," he said.
Part of the aim of the campaign is to unite a collection of diverse municipalities under a singular, unified brand.
Saluk said there's a precedent for this that officials hope will apply here.
"When people hear Napa Valley, they have an image in their head of exactly what that is," he said. "To an extent in this region of the country, when you hear Hudson Valley, there's an image of what that is in a lot of people. We are going to create that same thing."
And it's more than just a series of charming Main Street areas. There's biking, hiking, expansive parks, walkways along the Delaware River, and kayaking, just to name a few.
"We have six vineyards, shortly to be seven, we have a huge agritourism industry and farm-to-table movement with the farmers markets."
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These are the best hiking spots in New Jersey
A trip to New Jersey doesn't have to be all about the beach. Our state has some incredible trails, waterfalls, and lakes to enjoy.
From the Pine Barrens to the Appalachian Trail to the hidden gems of New Jersey, you have plenty of options for a great hike. Hiking is such a great way to spend time outdoors and enjoy nature, plus it's a great workout.
Before you go out on the trails and explore some of our listeners' suggestions, I have some tips on hiking etiquette from the American Hiking Society.
If you are going downhill and run into an uphill hiker, step to the side and give the uphill hiker space. A hiker going uphill has the right of way unless they stop to catch their breath.
Always stay on the trail, you may see side paths, unless they are marked as an official trail, steer clear of them. By going off-trail you may cause damage to the ecosystems around the trail, the plants, and wildlife that live there.
You also do not want to disturb the wildlife you encounter, just keep your distance from the wildlife and continue hiking.
Bicyclists should yield to hikers and horses. Hikers should also yield to horses, but I’m not sure how many horses you will encounter on the trails in New Jersey.
If you are thinking of bringing your dog on your hike, they should be leashed, and make sure to clean up all pet waste.
Lastly, be mindful of the weather, if the trail is too muddy, it's probably best to save your hike for another day.
I asked our listeners for their suggestions of the best hiking spots in New Jersey, check out their suggestions: