TOURISM

CRDA - Atlantic City 2024 Summer Campaign

Building on the authentic brand position we established for Atlantic City in our previous work as the marketing agency for the Casino Reinvestment Development Authority (CRDA), Masterpiece’s award-winning Summer 2024 leisure tourism campaign strengthened the destination’s storied identity with an innovative and impactful marketing approach.

Masterpiece’s campaign won the NJ Tourism Industry Association’s prestigious 2024 Tourism Excellence Award for Marketing.

An evolution of the successful “Really AC” campaign launched in 2023, “The Original Cool” highlighted Atlantic City as the region’s original summer playground, blending its iconic charm with modern appeal. Playful, retro-inspired visuals and a compelling narrative showcased Atlantic City’s unique cross-generational allure, making it a must-visit destination for every traveler.

A robust multichannel strategy incorporated high-energy TV spots in Philadelphia and North Jersey, YouTube spots, online and social media ads, email marketing, radio, and print components.

As part of our media placement strategy, we launched a robust print campaign throughout our key markets, including a local print campaign in the Atlantic City region. This locally-placed component targeted an out-of-town audience (from DMAs like New York and Baltimore our limited budget couldn’t cover directly) that visit the area during the summer.

Each component of our campaign drove visitors to AtlanticCityNJ.com, where they could enter to win an “Authentic Atlantic City” getaway, discover overnight deals, or plan the ultimate summer escape. This approach not only boosted campaign visibility but also allowed us to track engagement and optimize ROI, with key results outlined on the bottom of this page.

The results of our award-winning campaign were exceptional, with increases in impressions, click-through rates, and engagement across all platforms.

Notably, Masterpiece negotiated significant added-value in media placements and our PR efforts secured editorial TV segments, amplifying the campaign’s reach.

609.344.2400

3101 Boardwalk, Suite #13
Atlantic City, NJ 08401