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FY 2021 Cooperative Marketing Grant

Grants to New Jersey Organizations
to Promote Tourism Opportunities

Agency Type:


Funding Source:

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New Jersey Department of State - Division of Travel and Tourism

LOI Date:


Deadline Date:

06/30/20 3:30 PM (EST)


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Grants of up to $25,000 to New Jersey organizations for projects that promote the state as a premier tourism destination. Applicants must submit a declaration of intent to apply prior to submitting a full application. Funding is available to market and promote specific tourism opportunities within the state.

Types of Project Proposals

  • Brochure Creation and Distribution 
  • Advertising/Marketing a tourism event 
  • General Marketing Plan developed to attract tourists 

The focus of the Cooperative Marketing Grant Program is to increase awareness of New Jersey as a tourism destination through marketing. The following are examples of eligible marketing expenses: 

  • Advertising and production costs, cost of ads and placement of ads for television, radio, print, billboards and internet.
  • The cost for hiring a marketing or public relations firm. 
  • Production & distribution of brochures, rack cards or direct mail.
  • New, major marketing initiatives for the creation of a new website or improvement to an existing website.
  • Hospitality management training and visitor service initiatives that strengthen tourism product delivery.

Projects will be selected based upon high quality work, clear demonstration of contribution to New  Jersey tourism and fulfillment of Division of Travel and Tourism’s priorities. All applications will be distributed to an independent review panel. The panel will evaluate all proposals against the stated criteria and achieve consensus on the merits of each:

The applicant organization must have and illustrate in the proposal a significant interest in the promotion of a tourist destination/attraction/activity. The organization should provide evidence of its experience producing effective marketing programs or events. 

If the event or program is a new venture, a decision will be based on the strength of the project's marketing plan.

GrantWatch ID#:

GrantWatch ID#: 181024

Estimated Size of Grant:

Cooperative Marketing Grant awards range from $2,000 to $25,000:
- Brochure Creation and Distribution ($2000-$5,000)
- Advertising/Marketing a tourism event (Sponsorship up to $15,000)
- General Marketing Plan developed to attract tourists (up to $25,000)

Additional Eligibility Criteria:

The FY 2021 Cooperative Marketing Grant Program is open to any New Jersey organization that can demonstrate a significant interest in the New Jersey tourism industry.

The following are some items that are not eligible expenses:
- Wages, benefits.
- Hospitality expenses, entertainment, lodging, transportation.
- Fireworks.
- Capital improvements, restoration/rehabilitation of sites, durable equipment

Pre-Application Information:

An electronic Declaration of Intent (DOI) to apply will be available in the System for Administering Grants Electronically (SAGE): Approx. March 2, 2020.
You must complete a Declaration of Intent (DOI) in order to apply for the grant, well before June 1, 2020 at 3:30 PM (EST).
Completed applications must be submitted in SAGE for the FY 2021 grant cycle no later than June 30, 2020 at 3:30 PM (EST).

Please note that a Declaration of Intent (DOI) is required to apply for any Division of Travel and Tourism grant. It is important to note that you will not have access to the grant application until your DOI has been approved. Therefore, it is in your best interest to submit your DOI as soon as possible in order to gain access to the grant application. If you wait until the deadline to submit your DOI, you will only have a short amount of time to access the actual application before it is due.

Applications must be submitted through the System for Administering Grants Electronically (SAGE). No paper applications will be accepted. Applicants must complete a Declaration of Intent (DOI), in SAGE, to be eligible to apply. Applications will be made available in SAGE, to the applicant upon approval of the applicant’s DOI.

Organizations must show a match of 25% from partners or sponsors that are Non-State funding sources. State funds awarded for the Cooperative Marketing Grant plus the non-state match must be spent on your marketing program. The match cannot be in-kind, cash on hand or bartered services.


Contact Information:

Before starting your grant application, please review the funding source's website listed below for updates/changes/addendums/conferences/LOIs.

For questions, contact:
(609) 984-9413

URL for Full Text (RFP):

Geographic Focus:

USA: New Jersey

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