Insight ATLANTIC CITY


atlantic city Goes on charm offensive


Rampant interstate competition has compelled Atlantic City to invest in a major rebranding exercise to maintain its status


Following the long-awaited opening of Revel, the next big hope in reviving gambling in Atlantic City is getting underway this month with the Atlantic City Alliance (ACA) announcing details of its $20m rebranding effort, which is the largest destination tourism marketing campaign in Atlantic City history.


The integrated media campaign launched in April is aiming to rebuild Atlantic City's reputation and revitalise 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.


Governor Chris Christie said: “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. 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


June 2012 PAGE 34


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.


atlantic city’s campaiGn is


edGy, viBrant and invitinG.


when you visit, atlantic city


you Get a total experience.


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


“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. 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.”


CHRIS CHRISTIE, New Jersey Governor.


parents and mature travellers.


“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.”


“With travel options abounding in the Northeast, Atlantic City consistently faces competition when consumers are deciding where to travel,” added 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.”


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52