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Atlantic City Selects Shops for Tourism Efforts

Initial media budget is about $20 million

Euro RSCG will promote A.C.'s boardwalk empire and environs. | Photo: Jeff Greenberg via Getty Images

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Euro RSCG will take up the challenge of revitalizing tourism for New Jersey's Atlantic City.

The Havas agency beat two other shops—Interpublic Group’s Draftfcb in New York and Havas’ Arnold in Boston—to land the assignment, which has a first-year budget of $20 million.

Beyond creative efforts, the assignment includes the planning and buying of media time. The winning agency’s media partner in the pitch was sister shop MPG in New York.

As planned, the advertising will take the form of TV, print and online ads. Euro RSCG’s first work is expected in the spring. The New York agency declined to comment, but Roth Associates—the New York-based consultancy that managed the review—confirmed the selection.

The finalists emerged from a field of about a half-dozen agencies that the Alliance for Atlantic City visited in December. Another New York shop, The Kaplan Thaler Group, reached the final round but subsequently exited, creating an opening for Draftfcb. The review began in October

The Atlantic City account represents Euro RSCG’s third win in two months. In December, the shop added New York Life’s creative account and digital efforts on Hershey.

The nonprofit alliance is a joint venture of private casino owners and the State of New Jersey, which established the group through legislation. The casino owners provide the funding.