\nFrom Press of Atlantic City
\n\tBy STEVE HUGHES, Staff Writer
\n\tATLANTIC CITY \u2014 From arts and entertainment to drawing more overnight visitors and business groups, the Atlantic City Alliance will continue its effort to promote the city, ACA President Liza Cartmell said Tuesday.
\n\t\u201cIt\u2019s definitely important for me to see these beach communities survive and thrive economically,\u201d Cartmell told the Public Relations Council of Greater Atlantic City during a luncheon at Bally\u2019s Atlantic City Hotel and Casino.
\n\tThe alliance, a privately funded nonprofit, works closely with the Casino Reinvestment Development Authority.
\n\tThis year, the alliance plans to focus its efforts on marketing specific events, rather than simply pushing the \u201cDO AC\u201d brand.
\n\tThat means more of the money it spends each year will go toward digital and social media marketing and less on television advertising, Cartmell said.
\n\tIn 2013, the alliance spent 86 percent of its advertising dollars on the brand. This year, it plans to drop that to 30 percent and increase its spending on promoting specific events to 47 percent.
\n\tThe alliance has an annual budget of $30 million.
\n\tAnother focus will be on drawing more overnight visitors, pushing the city\u2019s potential in the business community and the area\u2019s nightlife, she said.
\n\tA key part of that will be emphasizing the city\u2019s free beach access and other amenities outside the casinos, something that differentiates the city from other gambling destinations, such as Las Vegas.
\n\tThe alliance has focused heavily on what it considers the \u201cdrive-in market,\u201d including New York, Baltimore, Philadelphia and surrounding areas.
\n\tCartmell updated a few other events and projects the alliance is working on, including:
\n\t* Potentially expanding the reach of the DO AC Nightlife Party bus;
\n\t* The DO AC Pro Beach Volleyball tournament, which may include a beer garden and food trucks this year;
\n\t* The alliance is working with the CRDA to install murals on the outside of West Hall. One side will be a beach theme while the other will have a marina theme;
\n\t* Subsidies for conventions. This year the city will host the National Association for Black Journalists.
\n\tThe alliance\u2019s research is showing that the campaign to improve Atlantic City\u2019s image is starting to pay off in the news and social media, Cartmell said.
\n\t\u201cWe\u2019re trying to make it happen as fast as we can \u2026 but there\u2019s still more work to do,\u201d she said. \u201cWe\u2019re here to sell Atlantic City to visitors and its surrounding communities.\u201d
\n\tAfterward, Cartmell took questions from the audience, including one asking what the alliance could do to help push a positive image of the city in the media.
\n\tSusan Adelizzi Schmidt, president of Suasion Communications Group, said she was pleased with what Cartmell had to say.
\n\t\u201cIt was well done,\u201d she said. \u201cAnything that brings more people.\u201d<\/p>\n
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