• by Larissa Faw , October 6, 2014

Atlantic City needs tourists. Despite the $20-million "Do Anything, Do Everything, DO AC" ad campaign launched in April, New Jersey's vacation destination continues to struggle. Just this summer, in fact, two hotels announced they are shutting their doors amid declining casino revenue. 

Now, the Atlantic City Alliance is revising its tactics by launching a $1 million fall campaign aimed at Philadelphia residents that focuses on entertainment, shopping, and visiting midweek. 

The new television strategy was born from consumer market research and a video research project led by ad agency Havas and the Atlantic City Alliance. The two companies filmed more than 200 hours and hundreds of random visitors of all ages and backgrounds to find out more about factors prompting their visits that Havas turned into a new TV campaign.

The TV anthem spot "Let It Rock” will not be seen in Philadelphia. Instead that market will see real visitors filmed in AC telling their stories on why they love their "AC". Visitors featured in the TV spots are from key Atlantic City markets, including Philadelphia, Pittsburgh, Baltimore and New York. All were interviewed during their September visit to the beaches, the Boardwalk, shops and restaurants, with no scripted comments. 

Four new "DO AC" television spots run through October 31 with continued advertising through December. These spots air on Philadelphia stations and on Comcast Cable networks, including Bravo. They will also appear on the DoAtlanticCity.com Web site as well as DO AC social media channels. 

AC's social media channels will also share eight "Only in Atlantic City Experiences" with followers then being asked to submit photos and stories via the DO AC Facebook page, Twitter and on Instagram. Select winners will receive prizes that include overnight accommodations, spa treatments, dining and nightlife experiences. 

At the same time, the campaign will run ads across newspapers, magazines, and via the radio and focus on the unique reasons that visitors should travel to Atlantic City. To that end, to encourage midweek visits, the four Tuesdays of October will be "Toll-Free Tuesdays," which include hotel packages at select Atlantic City hotels and free eastbound tolls at the Egg Harbor and Pleasantville toll plazas between noon-midnight.

There are also numerous fall events, including the International Music Festival, the DO AC Smoking Hot BBQ Championship, and the Fall Classic Car Show. The Atlantic City Alliance, which is privately funded by the area's casinos, initially launched the "Do Anything, Do Everything, DO AC" campaign in April 2012.