Do Change – DO AC

A new $6 million campaign is being launched by the Atlantic City Alliance to push Atlantic City during the off-season. The new advertising campaign will be highlighting what visitors can “DO” during the week and off season. Also to counter misperceptions that the hurricane ravaged Atlantic City. Some national TV news outlets mistakenly reported that the entire Boardwalk was destroyed. They showed footage of a small section of the Boardwalk, in an area far away from the central tourist district, that had been damaged by previous storms and was already condemned. Jeff Guaracino, the ACA’s chief strategy and communications officer, said some media also confused the famed Steel Pier in Atlantic City with a heavily damaged amusement site farther up the coast in hurricane-battered Seaside Heights. Steel Pier was unharmed. Various print, TV and radio ads will be portraying Atlantic City as the destination get away on the East Coast. The ads will be run in Philadelphia, New York and Baltimore.