Atlantic City Alliance to spend $20 million on advertising

Apr 16, 2012 8:44 PM

For nearly a century, businesses offering goods or services for sale have followed the dictum: It pays to advertise.

That’s exactly the path that is being chosen by the Atlantic City Alliance. The group has announced that it plans to spend $20 million in a marketing push to encourage more visitations to the seaside gambling resort.

The move follows more than three years of declining attendance at the shore where 11 (now 12) casinos have seen their revenues fall precipitously.

Officials said the campaign is aimed at building "a year-round visitor base and (to) shift consumer perception of the city." With the slogan, "Do Anything, Do Everything," advertisements will be aimed at audiences in New York, Philadelphia and Baltimore, traditional feeder markets for Atlantic City.

Increased competition for the casino player that has developed in the past couple of years in New York, Pennsylvania and Maryland, have taken a toll on the previous New Jersey visitor. Gambling has also been expanded in Delaware and West Virginia.

The marketing push comes as a beneficial time for the $2.4 billion Revel that recently had a soft opening. The property’s amenities have been geared to the staying visitor rather than the day-tripper.