'Do AC' is new tourism slogan for Atlantic City

March 29, 2012 11:26:14 AM PDT
When Atlantic City rolled out its "Always Turned On" tourism slogan in 2003, critics felt it was a little, well, risque.

Nine years later, they've fixed that. The new slogan?

"Do AC!"

It's part of a $30 million casino-funded campaign to promote the nation's second-largest gambling resort through a group called The Atlantic City Alliance.

Atlantic City Convention & Visitors Authority president Jeff Vasser said the slogan, written by an outside agency hired by the alliance, tested well. He said it should help get people to consider what once was dubbed the "World's Favorite Playground."

"As long as it motivates people to visit, that's what matters," he said. "There's a lot we can do with it, that's for sure. It works as a platform for us to highlight different things - culinary, meetings, and things like that."

Robert Griffin, CEO of Trump Entertainment Resorts and president of the Casino Association of New Jersey, likes the new campaign.

"It's a call-to-action statement, which I like," he said.

The slogan was first reported by The Press of Atlantic City, which obtained a memo circulated by the Caesars Entertainment Inc., owners of four casinos here.

"Backed by a $30 million investment, 'Do AC!' will provide consumers with a comprehensive advertising campaign - television, radio and print - that promotes all of our unique offerings," Caesars Eastern Division President Don Marrandino wrote in the memo to employees. "The new campaign launching in mid-April will encourage customers - both new and those we haven't seen in years - to visit AC."

The Alliance is part of Gov. Chris Christie's multi-faceted plan to revive Atlantic City's struggling fortunes. The money used to fund the campaign used to have to be sent to the state's race tracks as compensation for them not being allowed to have slot machines.

Atlantic City's casino revenues have fallen from a high of $5.2 billion in 2006 to $3.3 billion last year. The resort, which is likely to be overtaken some time this year by Pennsylvania as the nation's No. 2 casino market, has since been emphasizing non-gambling amenities and revenues.