Euro RSCG Bows Atlantic City Campaign

Effort eschews casinos for beaches, spas

Can you successfully market a city synonymous with gambling without emphasizing its casinos? Well, a new “Do AC” campaign from Euro RSCG and the Atlantic City Alliance attempts to do just that.

Instead of blackjack tables and roulette wheels, print and outdoor ads depict twenty- and thirtysomethings dining, drinking and lounging. One ad features a trio of images underneath a waterside view of Atlantic City’s downtown: a couple in a hot tub; a woman getting a facial; and a close-up of the boardwalk. “The city that was created to escape the city,” explains the headline.

Beach and concert images also figure prominently in the effort, which also includes TV, radio and online ads, social media efforts, events and a new website. The campaign launches Monday and is backed by $20 million in media spending.

The ads were designed to “show off the wonderful, diverse elements which our city has to offer," Atlantic City Alliance president Liza Cartmell said in a statement. "We are confident that the advertisements and larger marketing campaign will encourage increased visitation and reinvigorate the local tourism industry."

Atlantic City Mayor Lorenzo Langford, for one, is a fan. He described the campaign as “bold, edgy, vibrant and inviting.” New Jersey Governor Chris Christie, in a statement of his own, added that the new push for tourism dollars fulfills a “need that has gone unmet for far too long.”

New Jersey last year established the alliance—a joint venture of the state and private casino owners—with the goal of burnishing Atlantic City’s image. Casino owners provide the funding.

“Do AC” represents Euro RSCG’s first work for the organization, which hired the agency and sister media shop MPG in February after a review. The other finalists for the business were Draftfcb and Arnold. Roth Associates in New York managed the search.