Jul 28, 2014

Parsippany To Hit Airwaves To Spark Economic Development

Town council votes to fund an unusual way to promote the township: an informercial.

Parsippany To Hit Airwaves To Spark Economic Development

At the end of the Feb. 14 Town Council meeting, a quick matter was decided by the body after it emerged from a closed-door session. By a vote of 4-1, the council voted to spend $20,000 on an infomercial—one of those long-form television advertisements that looks like a talk show—to promote Parsippany-Troy Hills.

Mayor James Barberio says his appearance on the program is all about spreading the word about the township.

The infomercial in question is one produced by an independent outfit out of Coral Gables, Fla., entitled " Today in America." Former football hall of famer and broadcaster Terry Bradshaw is the commercial's host and narrator. 

Under the plan, a segment on the show will be devoted to showing off Parsippany and telling the township's story.

The $20,000 reportedly will go toward production costs and securing numerous airings for the program. According to the mayor, the segment will air one time nationally, via the FOX Business Network, and 19 times on CNN Headline News through cable operators at the regional level and/or on regional news networks in many of the top 100 markets in the country.

"The 'Today in America' segment wil be a great economic development tool," Barberio said. "We get the license to use high-quality production to promote the township as a great place to do business and a great place to live.  We also generate a greater pride among Parsippany residents."

The mayor said the segment on Parsippany will feature a number of interviews with local figures along with footage of various scenes around the township. He added that he will meet with Parsippany Area Chamber of Commerce President Robert Peluso to come up with ways to show the town in the best light.

Only one council member gave a thumbs-down to the plan.

John Cesaro, now running for Morris County freeholder, said he voted no because he did not have enough information to make a good decision.

"I have nothing against the idea," he told Patch. "It may turn out to be an innovative way to promote the town. I hope so."

Barberio said the $20,000 cost is an investment into Parsippany's quest to bring rateables within its borders.

"If just one company relocates to Parsippany, the tax benefit will far outweigh Parsippany’s cost toward the production," he said.  

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