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A plan of attack to entice tourism called the “Do AC” campaign seems to be working quite well in order to draw people to Atlantic City. People who are at the head of the Atlantic City Alliance created a multi-million dollar advertising campaign in order to draw people in the nearby areas to come visit Atlantic City to visit the casinos. The target audience is the residents of Pennsylvania, Maryland, New Jersey and New York. As a result of this huge marketing campaign, these people have an improved perception of what Atlantic City has to offer and a large group of people who have been exposed to this marketing campaign have become more motivated to visit.
The Atlantic City Alliance has pulled $30 million annually that the casinos used to have to pay to one of the four horse race tracks in the state in order to keep slot machines out of the horse race tracks. Instead, that money is being used to aggressively promote Atlantic City using the slogan, “Do Anything, Do Everything, Do AC” and it has actually shifted the focus away from the casinos that typically drive tourists in and instead encourages visitors to think about other options that Atlantic City has to offer. Some of these include shopping, resorts, spas, entertainment and dining opportunities.
While still promoting Atlantic City as a place for people to visit that does not focus at all on gambling, naturally, the opportunity to gamble is still there. The campaign has greatly influenced potential tourists to see more excitement in Atlantic City other than just gambling and bringing in visitors to see that the area is a place for all types of excitement and entertainment. Since this new promotion encourages tourists to visit, it is still a new strategy to get people to visit Atlantic City where these tourists will likely take the time to spend gambling anyway.
This is a huge strategy that has been in the works since Atlantic City lost the ranking as the United States’ second largest gambling area to Pennsylvania. This campaign has been backed by the state’s governor, Christ Christie who wanted to revamp tourism in Atlantic City and continue to promote the place as a destination for all. The governor also hopes to run the campaign for at least five years. This is an attempt at reforming the image of Atlantic City in an effort to potentially amend the state constitution to allow casino gambling in other areas of New Jersey. Many people in New Jersey, including those in horse racing, have hoped that someday there will be a casino at the Meadowlands sports complex.
Though Atlantic City offers gambling and is a major attraction to the area, this promotional campaign is an attempt to show the city as a more sophisticated area to visit and to show that there are other things in the city that people can do in addition to gambling and taking in other activities that the city has to offer.