Just for you Philly, the Atlantic City Alliance launches its annual fall television campaign to boost leisure tourism. Replacing the TV anthem "Let It Rock" (still seen in New York and Baltimore), there is a new twist for the "DO AC" campaign: real visitors filmed in AC telling their stories on why they love their "AC".
Four new "DO AC" television spots will begin airing later this week on all Greater Philadelphia DMA television stations and on Comcast Cable networks such as Bravo. More visitor stories--all taped in AC in September--will appear online at www.doatlanticity.com and on the DO AC social media channels. No one was scripted.
Visitors featured in the TV spots hail primarily from Philadelphia but also include people from Pittsburgh, Baltimore and New York. All were interviewed during their September visit to the beaches, the Boardwalk, shops and restaurants.
While the power of television taps into the emotional appeal that Philadelphians have in particular for Atlantic City, the Atlantic City Alliance will use newspaper, magazine and radio "DO AC" ads to focus on the reasons to visit Atlantic City this fall--from events, to midweek hotel deals, to shopping and travel promotions, including the new Toll Free Tuesdays throughout the month of October.
The TV campaigns runs through October 31 with continued advertising through December.
While the Alliance has advertised each fall, this year the Greater Philadelphia campaign has a new challenge: to balance the news coverage over the summer of the casino closings (though many experts predicted the reduction in gaming capacity) with the reality of a very busy destination offering a wide variety of activities in addition to gaming in AC's hotels, restaurants and shows.
This past summer, casino hotel and spas report around 95% occupancy and according to Smith Travel Research, Atlantic City saw an increase in occupancy and average daily rate this summer compared to last year. While the resort is still counting the numbers for summer, several hotels, restaurants and other retailers are reporting a strong summer. Annually, more than 25 million visitors come to Atlantic City.
The new television strategy was born from consumer market research and a video research project leading into Labor Day--just as two casinos were set to close. The Atlantic City Alliance filmed more than 200 hours and hundreds of random visitors of all ages and backgrounds to find out new information on what was prompting their visit. Havas, a New York based advertising agency, turned that research into a new TV campaign.