The Atlantic City Alliance is sponsoring the Live from AC roadshow, a two-story pop-up that brings the New Jersey city to life through six interactive environments that showcase its hotels, nightlife, restaurants and more. Part of an integrated campaign to raise awareness called “Do AC” that incorporates advertising, social media and pr, the roadshow will hit three key markets within driving distance of Atlantic City—Baltimore, Philadelphia and New York City.
“We need to introduce Atlantic City to new customers by showing people the experiences you can have here—spas, nightlife, gaming activities, rooms with views and more,” Jeff Guarcino, chief strategy and communications officer at the Atlantic City Alliance, told Buzz. “It’s about engagement with folks. People most remember you when they have an experience with you.”
Visitors go through six interactive vignettes, each inspired by the “Do” in the Do AC campaign, that reflect the essence of Atlantic City. At Do Chill, which captures the spa experiences available there, they receive a free five-minute massage. At Do Views, photos of Atlantic City’s ocean and bay vistas as seen from the hotel properties are on display as attendees recharge their phones. Do Chance features a prize wheel with chances to win gift cards for services, meals and overnight stays. At Do Memories, guests can have their photo taken against iconic AC backgrounds to post and share using #LiveFromAC, while a dj plays music at Do Thrills. Do Savor offers the chance for more prizes by playing a hotel/restaurant matching game.
The 10-foot by 40-foot structure houses TVs, furniture, boardwalk flooring, gaming tables and a bar. “It projects an image of Atlantic City as sophisticated, sexy, modern and diverse,” Guarcino adds. Do Crew brand ambassadors are on hand to answer questions and help attendees plan a visit to AC.
Live from AC launched at The Taste of Philadelphia (July 5 to 7), then traveled to Baltimore for Artscape (July 19 to 21) and will return for the Baltimore Grand Prix in late August. The roadshow ends this fall in New York City. Agency: BMF Media, NYC.