Atlantic City Promotes Itself on the Road as Part of “Do AC” Campaign
It’s no secret that Atlantic City has been struggling for the better part of a decade, with revenue there having declined every year for the last six years thanks in large part to increased competition along the eastern seaboard, particularly from newer casino properties in neighboring Pennsylvania.
A new advertising campaign seeks to highlight Atlantic City’s attractions such as its oceanfront location and its world-famous boardwalk. The “Do AC” initiative is now taking its show on the road with planned stops in Pennsylvania, Maryland, and New York. It’s no surprise that Maryland and New York are also expanding land-based casino gambling, only furthering the pressure on Atlantic City to make an economic turnaround.
Roadshow to feature prizes, DJs, and more
The show, entitled “Live from AC,” will make stops in Baltimore, Philadelphia, and New York City, all the way touting Atlantic City’s gambling, luxury dining, beaches, and spas.
The mobile extravaganza will showcase DJ performances, dole out free massages, and games will also be held with prizes being given away. Live from AC is part of a $30 million-per-year advertising scheme.
Liza Cartmell, who serves as president of the Atlantic City Alliance, said that the three-city event “was specifically created to introduce Atlantic City to people in a new way, create a social media buzz and represent all 12 casinos in key markets.”
“We see the ‘Live From AC’ roadshow as an opportunity to directly engage our target audience of fun-seekers, show them everything that AC has to offer and help them plan — and possibly win — a trip to AC,” Cartmell was quoted as saying.
Showpiece to be “pop-up casino”
At the center of the spectacle will be a “pop-up casino resort” in a 750-square foot trailer. It is essentially what it sounds like – a furnished, miniature version of a casino with all the trimmings such as televisions, a bar, gambling tables, and again, music provided by a DJ.
The roadshow will be located at Baltimore’s Artscape from July 19th through the 21st. The first stop at Penn’s Landing in Philadelphia is scheduled to take place through the end of the weekend. A date for the New York City stop has not yet been released.
One of the prizes up for grabs is a trip to Atlantic City, including transportation via a free Zipcar.
Organizers say “Do AC” campaign is effective
The campaign, shortened to “Do AC” from “Do Anything, Do Everything, Do AC,” was launched back in April of 2012 and according to the Atlantic City Alliance, the strategy has been working.
The group’s website notes:
The Atlantic City Alliance launched the “Do Anything, Do Everything, Do AC” campaign to reposition the destination’s image and to boost visitation. Initial research indicates that the campaign is resonating with potential visitors. The campaign’s target audience, known as “fun seekers,” report an increased interest in visiting AC and that their perception of beach resort is expanding beyond gaming to include a variety of visitor attractions.
Atlantic City working hard to drum up new revenue
It is clear that Atlantic City is working hard to turn around its dismal fiscal situation, which was only made worse by last year’s Hurricane Sandy, which damaged the city when it ravaged the New Jersey coastline last fall. In February, Republican Governor Chris Christie signed a comprehensive Internet gambling bill into law, citing online gambling’s potential to bring new revenue to the city as well as the state.
Gambling industry experts are predicting that the introduction of online wagering to the state may be just the windfall the Garden State is looking for, as it is expected that a new, younger crop of gamblers will be attracted to the idea of placing bets from their computers, and eventually their mobile devices.
Whether those forecasts come true remains to be seen. The betting web sites are expected to go live this fall.