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Now that a group charged with burnishing the image of Atlantic City has a leader, it’s time to find an ad agency.
On Friday, the Alliance for Atlantic City named former Aramark president Liza Cartmell as CEO. One of her first tasks is to find an agency to “revitalize, rebrand, and reactivate” Atlantic City as a destination for tourists, said Richard Roth, of Roth Associates, the New York consultancy managing the search.
The alliance has budgeted more than $20 million initially for tourism marketing—a role that the group assumed last year from the Atlantic City Convention & Visitors Authority, which will now focus on luring conventions.
The marketing assignment includes creating ads as well as planning and buying media, according to Roth.