“DO AC” MEDIA CAMPAIGN
The Atlantic City Alliance launched a $20 million tourism marketing campaign in April 2012 to promote travel to Atlantic City, New Jersey.
The campaign “Do Anything, Do Everything, Do AC” includes television, radio, billboards, print ads in newspapers and magazines, digital and a sizable social media effort. The advertising buy is concentrated in the close-by drive markets—New York, Philadelphia and Baltimore DMAs.
The objective is to showcase the destination’s wide offerings for visitors, including world-class entertainment, fine dining, luxury accommodations, vibrant nightlife, gaming, the beach and the famed Boardwalk. Each season, the campaign highlights popular activities such as the beach, boardwalk and ocean in the spring/summer and indoor pools, spas, rooftop bars with fire pits, and shopping in the fall. The creative emphasizes midweek and overnight travel.
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.
For more information on how to plan your getaway to Atlantic City please visit: www.doatlanticcity.com .