Jersey Shore Convention and Visitors Bureau Teams With RADD This Memorial Day Weekend to Launch 'GET REAL' -- A Safe, Socially Responsible Tourism Campaign

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May 28, 2010, 03:18 ET

Looking for The REAL "Jersey Shore?" It's Fun, Safe & Totally Rock'n!

Hit the Road to the Jersey Shore this Weekend, Just remember to TXT L8TR and Buckle Up!

SEASIDE HEIGHTS, N.J., May 28 /PRNewswire-USNewswire/ -- The Jersey Shore Convention and Visitors Bureau (WWW.VISITTHEJERSEYSHORE.COM) and RADD, the Entertainment Industry's Voice for Road Safety (WWW.RADD.ORG), two non-profit organizations, announced plans on the Seaside Heights Boardwalk today to launch "GET REAL," a socially-responsible campaign promoting Safe Driving on Jersey Shore highways and roads and Partying Smart all summer long. This cooperative "Get Real" program encourages teens and young adults to make smart choices at the Jersey Shore and incorporates teen safe driving and safe partying messages.

According to Robert Hilton, Executive Director for the Jersey Shore Convention and Visitors Bureau, the mission of the "GET REAL" campaign is to highlight the fact that the Jersey Shore is both a fun and safe destination and that visitors can enjoy themselves while doing so in a safe and socially responsible way. "The REAL Jersey Shore is not the wild partying image we see on TV," says Hilton. "That image represents just a small percentage of the hundreds of thousands of visitors to the Jersey Shore each summer," says Hilton. "The REAL Jersey Shore is about people of all ages who make the Shore an annual destination, enjoying our beaches and other wonderful attractions and having a really good time but in a way that's safe for themselves and others."

Erin Meluso, RADD President, says that the "GET REAL" campaign will focus on four major points (Four Steps for a Safe Shore) that will produce a safe environment for both the community and visitors, with each prong having related collateral materials. The first initiative -- "Hit the Road TXT L8TR" -- will roll out this summer. The goal is to remind visitors that the Garden State Parkway and the Jersey Shore's roads are no place for texting -- and that includes drivers (parents as well as teens) and pedestrians traveling from the car to the sand.

The U.S. Department of Transportation says that motor vehicle crashes are the #1 killer of children, teens and young adults ages 2 to 34 in the United States. Driver distraction is one of the leading causes of motor vehicle crashes and one of the fastest growing and most problematic of driver distractions is text messaging. Research has found an eightfold increase in the risk of crashing while texting and driving. Even though it occurs, texting while driving is banned in 14 U.S. states, including New Jersey.

The overarching goal of the campaign says Maria Maruca, Executive Director of the Seaside Heights Business Improvement District, who introduced the speakers at today's press conference, is to have social responsibility work in concert with other tourism efforts. "The "GET REAL" campaign will help us to create an ideal environment resulting in a long-term positive impact enhancing the Jersey Shore's image as a destination location, increasing visitors and decreasing negative behavior and related incidents," says Maruca.

About the Jersey Shore Convention and Visitors Bureau – The JSCVB is the fastest growing destination marketing organization in New Jersey. Its sponsors and members represent thousands of jobs along the Jersey Shore and have a multimillion dollar impact on the regional and state economy. The mission of the JSCVB is to promote a positive image of the Jersey Shore, and encouraging tourism and commerce throughout our region. www.visitthejerseyshore.com.

About RADD® – The Entertainment Industry's Voice for Road Safety is an internationally recognized non-profit organization that empowers celebrities, media partners and socially conscious supporters to create positive attitudes about road safety and foster responsible behavior on and off the road. Founded in 1986, RADD advocates the use of designated drivers, seatbelts and safe, distraction-free driving through control behind the wheel, making responsible behavior the norm. RADD's messages are non-judgmental, hip and positive. RADD is a two-time recipient of the U.S. Department of Transportation's prestigious Public Service Award. www.radd.org.

About The Passion Group – The Passion Group is a full service marketing and event management company based in Asbury Park, NJ with over 27 years of experience serving clients in Monmouth and Ocean County as well as across the United States. Its services include nationwide event marketing programs, major national concerts, automotive ride-and-drive programs, sporting and lifestyle events, corporate outings, charity events, fashion shows and more. TPG provides clients with in-house creative services, PR exposure and year-round marketing campaigns. The Passion Group team is very excited to be the agency of record for the Jersey Shore Convention and Visitors Bureau. www.ThePassionGroup.com.

SOURCE RADD