Euro RSCG’s ad campaign for the Atlantic City Alliance, to promote non-gaming attractions in the city in hopes to lure more visitors to town this summer and beyond has kicked off.

The new campaign was unveiled locally at the Atlantic City Convention Center on Thursday, April 12.

Liza Cartmell, CEO of the new Atlantic City Alliance, told AC Weekly about the campaign in March.

Read about it here.

The ACA’s $20 million rebranding effort is the largest destination tourism marketing campaign in Atlantic City history.

Here is a summary of the new ad campaign:

Advertisements are based on the diverse array of unique, often unexpected experiences at your fingertips in Atlantic City and remind audiences in New York, Philadelphia and Baltimore that just a short drive away is a place where the rules are different from everyday life. One point of distinction is that gaming is not featured in advertisements, which instead will showcase the City’s wide offerings for visitors, including world-class entertainment and fine dining, luxury accommodations, vibrant nightlife, and the famed beach and boardwalk.

To encourage spontaneity, the ads end with a bold call to action for consumers to “Do Anything. Do Everything.” and visit Atlantic City at a moment’s notice whether during the week, on weekends or for extended stays. The efforts of this campaign complement The Casino Reinvestment Development Authority’s (CRDA) ongoing work to reposition the image of Atlantic City and improve visitor experiences by appealing to the fun-seeking consumer ranging from singles to parents and mature travelers.

Here is a video interview with New Jersey Attorney General Jeff Chiesa on Atlantic City’s comeback, including Revel (see photos inside the new resort) and the new “Clean & Safe” initiatives in the city.

But first, see related articles here and here and here.

This just in from Edelman, the New York-based PR firm the Atlantic City Alliance has hired in connection with its goal of re-branding and marketing the city to new visitors….

The Atlantic City Alliance (ACA) announced today that it will be filming a commercial in Atlantic City this week as part of its larger campaign designed to increase tourism to the city. Euro RSCG New York, the ACA’s advertising agency of record, will be shooting all week in various locations in order to capture footage that showcases everything Atlantic City has to offer.

“We are looking forward to capturing so many experiences of what makes Atlantic City great,” said Liza Cartmell, CEO of the ACA. “Fine dining, premier shopping, world-class accommodations, and of course, our historic Boardwalk, all contribute to Atlantic City’s appeal as a tourist destination. We hope to capture all of this in the commercial we film throughout the course of this week.”

Atlantic City has produced commercials showcasing specific events and initiatives within the city such as Restaurant Week, but never one that focuses on Atlantic City as a whole. This commercial is part of the larger rebranding effort undertaken by the ACA and the Casino Reinvestment Development Authority (CRDA) to promote Atlantic City’s appeal as a premier tourist destination.

Courtesy Jerde Partnership

Tourism has been the buzz word in the Atlantic City region now for several years — in fact, it always was — especially with regard to the slumping casino revenues, due in part, to competition sprouting up in neighboring states.

First the rise of the airplane (pun intended) made it easier for families — mostly middle class — to forgo A.C. vacays and set off for places like Florida and Las Vegas or wherever they wanted, leading to a decline in the “World’s Playground” status as one of the top tourist destination’s in the country for most of the late 1800s and early to mid 1900s.

Then, after states near New Jersey’s border — such as New York, Pennsylvania and Delaware — passed legalized gambling bills and started building casinos, etc., Atlantic City’s early 2000’s gaming renaissance, in conjunction with a restaurant and nightclub revolution, and spurred by the opening of the game-changing Borgata in 2003, the 150-year-old resort town was hit hard by the economic collapse of recent years.

Not only did several expected mega-projects (MGM, Bader Field, Bashaw-Barr, etc.) get the kibosh, but casino revenue saw month-to-month revenue declines and it was determined — thankfully — that the city needed a new game plan. Additionally, according the Atlantic City Convention & Authority (ACCVA), annual visit trips to Atlantic City fell from 33.7 million in 1999 to 28.5 million in 2011.

A.C. no longer had a monopoly on the gaming market in the Northeast.

In 2012, the buzz word is tourism still, but with new excitement and expectations.

With the state entity Casino Reinvestment Development Authority (CRDA) passing a thoroughly researched and considered master plan for a new “tourism district” in Atlantic City this past February — an order given by Gov. Chris Christie in July 2010 — and the casinos getting behind a new non-profit agency — the Atlantic City Alliance (ACA) — to re-brand and market the city anew, and a new mega-resort, Revel, opening on the north-end of the Boardwalk in April, in addition for several other plans for the city to make it the world-class destination for tourists (a Vegas of the East), including a planned multimillion dollar revitalization of the Steel Pier, things are looking brighter for tourism in New Jersey than they have in several years — even despite the attention (positive or negative) of the MTV hit show Jersey Shore.

Founded in 2011, the ACA, headed up by former Aramark executive Liza Cartmell, has chosen one of the top independent New York-based public relations firms, Edelman, to address “some of Atlantic City’s challenges, while still highlighting all of the factors that make the city so great.”

The ACA has also brought in advertising firm Euro RSCG to handle the city’s new ad campaign, which is expected to be put into effect in April.

Starting today (March 14) at the Golden Nugget, the New Jersey Conference on Tourism will have a rekindled purpose and spirit. The annual conference in Atlantic City (March 14-16), put on by the New Jersey Travel Industry Association, New Jersey Department of Tourism, the ACCVA, and other sponsors, will include a plethora of speakers, luncheons, meetings and presentations. (See a full list here.)

Hopefully, this will all lead somewhere positive for Atlantic City, a city that has also been in the international spotlight via the hit HBO show Boardwalk Empire.

If only Nucky was still around.

Well, at least the Steel Pier is — minus the Diving Horse.

— Jeff Schwachter

SEE: Renderings of Future of Atlantic City Boardwalk and more.

On Thursday, Feb. 16, a press conference was held in Atlantic City to officially announce the return of the Atlantic City Rodeo, which gallops back into Boardwalk Hall for three days beginning on March 30 through April 1, 2012. (Pictured the Atlantic City Alliance’s Liza Cartmell)

See video from press conference here.

This year’s rodeo was made possible by Mayor Langford’s Strategic Planning Committee and is presented by the Atlantic City Alliance.

See photo gallery here.

The partners in promoting this years rodeo are the Atlantic Club Casino, Borgata Casino Hotel and Spa, Caesars Entertainment, Golden Nugget, Resorts Casino Hotel, Revel Entertainment, Tropicana Casino and Trump Entertainment. The Atlantic City Convention and Visitors Authority, Tanger Outlets – The Walk , the City of Atlantic City , Dodge Trucks and Caterpillar are amount the many host and sponsors of this years event.  (Read about last year’s rodeo here and see video by clicking here.)

This just in …

A press release has just been sent out in conjunction with this morning’s Boardwalk Hall press conference revealing the CEO of the newly created Atlantic City Alliance.

Here is the release verbatim:

ATLANTIC CITY (OCTOBER 13, 2011) – The Atlantic City Alliance (ACA), has named Elizabeth Cartmell as the Chief Executive Officer for the corporation to develop a marketing strategy that continues Atlantic City’s transformation into a premier destination resort.

The ACA is a recently established New Jersey not-for-profit corporation whose primary mission is to develop and implement a full scale, broad-based, multi-year marketing program for Atlantic City. The ACA will work with the Casino Reinvestment Development Authority (CRDA) to market and promote the Tourism District via a public/private partnership.

Elizabeth Cartmell at Boardwalk Hall in Atlantic City on Oct. 13, 2011. (Photo Lew Steiner)

“Thanks to Governor Christie, the Legislature and a united effort within the casino industry, the Atlantic City Alliance was formed with one overriding goal, to increase business volumes by promoting, marketing and developing Atlantic City as a premier destination resort,” said Don Marrandino, ACA Chairman and Eastern Division President of Caesars Entertainment.

“This Administration continues to enact an aggressive agenda to make Atlantic City a premier gaming and tourism destination while strengthening its role as an engine of business growth and investment for the city, state and regional economies,” said Governor Chris Christie. “The much needed reforms we are implementing will chart a new course for economic growth, job creation and prosperity in Atlantic City and the industry has been a vital part of this work.  In Liza Cartmell, the Atlantic City Alliance has selected an experienced leader who will work collaboratively with our team to continue vital progress on key revitalization measures. I am pleased to welcome her to the Atlantic City team.”

Marrandino continued, “We are excited to have Liza Cartmell leading this organization. She is a world-class executive with the right experience and vision to lead an organization that will successfully market and promote Atlantic City. Under Liza’s leadership, the Atlantic City Alliance will create a new and improved brand identity for Atlantic City that resonates with Atlantic City’s current customer base as well as to tourists who currently bypass Atlantic City. This strategy will include components geared to improve convention and meeting business, the city-wide event calendar, and clean and safe initiatives.  It will also develop a strategic marketing plan that will promote Atlantic City’s newly developed brand including the collective marketing of Atlantic City’s casino resorts’ vibrant nightlife, major concert venues with first-class headliners, upscale and celebrity chef restaurants, brand-name retail shopping and famous beach and Boardwalk. She’ll lead an organization that will make sure consumers know that our gaming and non-gaming entertainment offerings make Atlantic City second to none.”

Prior to joining the ACA, Cartmell served as the President of ARAMARK Sports and Entertainment.

“The combination of Liza’s financial background and management experience makes her a unique executive in her ability to lead and grow an organization, while making sure the organization is fiscally responsible and meets its goals,” said Peter Luukko, President and Chief Operating Officer of Comcast-Spectacor. “Liza and I have worked together on many projects over the past twenty years. She is the best in the business.”

Liza Cartmell will work alongside ACA Chairman Don Marrandino, the Eastern Division President of Caesars Entertainment. The ACA’s official Board of Trustees includes: Robert Griffin of Trump Entertainment Resorts, Tony Rodio of Tropicana Casino and Resort, Tom Ballance of Borgata Hotel Casino & Spa and Dennis Gomes of Resorts Casino Hotel.

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