Atlantic City Alliance launches us$ 20 million tourism marketing campaign

In line with the ACA's mission to rebuild Atlantic City's reputation and revitalize tourism, the goal of the campaign is to build a year-round visitor base and shift consumer perception of the city. The effort will seek to move the area beyond a gaming center to a premier, year-round destination which encourages tourists to take advantage of its diverse offerings.

"Transforming Atlantic City's gaming and tourism economy and developing it into a world-class destination and resort is a vital and ongoing commitment of this Administration," said Governor Chris Christie. "With this newly integrated tourism campaign, there is finally a concerted effort to properly fund Atlantic City marketing initiatives to attract visitors to the region, a need that has gone unmet for far too long. Through our continued collaboration and partnership with all stakeholders, we're beginning to see the Atlantic City of the future take hold."

Advertisements are based on the diverse array of unique, often unexpected experiences at your fingertips in Atlantic City and remind audiences in New York, Philadelphia and Baltimore that just a short drive away is a place where the rules are different from everyday life. One point of distinction is that gaming is not featured in advertisements, which instead will showcase the City's wide offerings for visitors, including world-class entertainment and fine dining, luxury accommodations, vibrant nightlife, and the famed beach and boardwalk.

To encourage spontaneity, the ads end with a bold call to action for consumers to "Do Anything. Do Everything." and visit Atlantic City at a moment's notice whether during the week, on weekends or for extended stays. The efforts of this campaign complement The Casino Reinvestment Development Authority's (CRDA) ongoing work to reposition the image of Atlantic City and improve visitor experiences by appealing to the fun-seeking consumer ranging from singles to parents and mature travelers.

"The CRDA's Master Plan calls for activation of the Boardwalk, and activation of the City through new development, attractions and possibilities," said CRDA Executive Director John Palmieri. "We are making Atlantic City a better destination every day and through this campaign are inviting visitors, investment and opportunity to be a part of the next chapter in Atlantic City history."

The integrated media campaign consists of ad buys across a variety of traditional and new media platforms including print, broadcast, digital and out-of-home executions. Simultaneous communications and social media programs will bring the message to a wider national audience, while localized marketing tactics and a series of 'must-do' events will amplify the message within the Atlantic City area.

"Atlantic City's new campaign is bold, edgy, vibrant and inviting. It creatively showcases all that Atlantic City has to offer as a world-class destination resort," said Atlantic City Mayor Lorenzo T. Langford. "The campaign's message is clear: when you visit Atlantic City, you get a total experience – one you can't find elsewhere!"

Beginning Monday, advertisements and media buys will come to life through two 30 second television commercials entitled "Do Anything" and "Do Proximity," full page print advertisements and two radio spots. Out-of-home executions include dynamic billboards and a full station "takeover" at the highly-trafficked commuter hub, Port Authority Bus Station in New York City. Additionally, advertisements will be placed on commuter rail station platforms within Metro North, Long Island Railroad, New Jersey Transit and SEPTA in Philadelphia. Media buys will retain prominent visibility through the summer, fall and holiday seasons.

"With travel options abounding in the Northeast, Atlantic City consistently faces competition when consumers are deciding where to travel," said Liza Cartmell, President of the Atlantic City Alliance. "Today, we are making Atlantic City history by launching this campaign to show off the wonderful, diverse elements which our city has to offer. We are confident that the advertisements and larger marketing campaign will encourage increased visitation and reinvigorate the local tourism industry."

A new landing page, www.DoAtlanticCity.com, went live last Monday to supplement the larger campaign and will feature enhanced trip planning tools to assist visitors in choosing among the wide variety of lodging, dining, shopping and entertainment options. The itinerary planning tools will enable the visitor to customize selections with personal preferences such as budgets and travel partners.

Euro RSCG New York is the ACA's advertising agency and is responsible for creative execution of the advertisements, having partnered with sister agency MPG for media planning and buying. Complementary public relations and marketing strategies are to be implemented in partnership with the ACA throughout the campaign by Edelman.