The Atlantic City Alliance today launched its $20 million marketing campaign, with the estimated 200,000 daily commuters being bombarded at the Port Authority Bus Terminal, in New York, with messages on how they can "Do AC."
The takeover of the Port Authority's station is one of multiple platforms where Atlantic City's promotions will be housed. Beginning today, radio, television and full-page print ads will appear in New York, Baltimore and Philadelphia.
The campaign is one of the tools being used to change the image of Atlantic City from a gamers' paradise to an entertainment destination. The city's casinos and gaming options will not be featured in advertisements.
"It creatively showcases all that Atlantic City has to offer as a world-class destination resort," Atlantic City Mayor Lorenzo Langford said in an announcement. "The campaign's message is clear: When you visit Atlantic City, you get a total experience — one you can't find elsewhere."
Billboards, social media, a new website and large events also are part of the launch.
To engineer the marketing blitz, the Atlantic City Alliance hired Euro RSGC Worldwide — the ad agency behind the popular "Most Interesting Man in the World" campaign for Dos Equis beer.
The campaign will continue throughout the year, according to Atlantic City Alliance President and CEO Liza Cartmell.
The first of the organization's three main objectives is to "put Atlantic City into the consideration set for visitors," she told NJBIZ earlier this spring. She said the alliance then aims to promote the city's positive stories on economic revitalization and reinvestment, in large part through its public relations strategy, while generating more "specialized events" or attractions.
Cartmell said plans to rebrand the city's offerings are still in the works, but one example is to promote it as a shopping getaway in December, when visitation is at its lowest. She pointed to The Walk, boardwalk and retailers inside the casino properties.