SUMMER OF PINK - ATLANTIC CITY, NJ

When Live Nation made a surprise announcement that PINK would be the featured act at Atlantic City’s 2017 Summer Beach Concert Series, Masterpiece immediately saw an opportunity to create and execute a PR stunt the likes of which Atlantic City and its famed Boardwalk had never seen. Under the umbrella theme of “The Summer of Pink,” in just three short weeks, Masterpiece galvanized the city by conceiving and underwriting what became the Longest Ribbon Cutting in Atlantic City’s history. Two Boardwalk trams, one located at AC Devco’s Gateway Project on the south end of the city and the other at Hard Rock’s Boardwalk entrance, took off simultaneously, unfurling a giant PINK ribbon that came together at the center of the Boardwalk. The Mayor and executives and employees from Masterpiece, AC Devco, Tropicana Atlantic City, Casa Taco & Tequila Bar, Boardwalk Hall, The Walk, Bass Pro Shops, Caesars Atlantic City, The Playground at Caesars, Bally’s Atlantic City, The Claridge, Margaritaville Restaurant Atlantic City, Resorts Casino, Hard Rock Café Atlantic City, Showboat Casino, Atlantic City Boardwalk Tram Service, The Tara Miller Foundation, Auntie Anne’s Pretzels, Rita’s Water Ice, as well as volunteers and visitors alike, lined the Boardwalk to hold the ribbon as all eyes focused on Atlantic City. In a city too often known for its divisions:

Masterpiece was able to create a wave of synergy and unity in just 21 days.