TOURISM

CRDA - SUMMER CAMPAIGN

Coming after a pandemic lockdown and vaccine rollout, the summer of 2021 saw travelers longing to get out and make the perfect escape. Our research showed that they wanted to get away to the beach and that they wanted to experience so many things that Atlantic City already had. Working on behalf of the Casino Reinvestment Development Authority (CRDA), Masterpiece saw this as an opportunity to invite them to Atlantic City, its beaches and attractions, and "COME BACK" to it all. The tourist destination was strategically located as the ideal, open, and safe environment for a targeted drive-in market to enjoy.

Featuring energetic and exciting TV and radio placements, a fully developed multichannel campaign including the use of Facebook, Instagram, and Google Display Network ads drove traffic to AtlanticCityNJ.com. Beyond generating top-of-mind awareness for the city, the multi-week, multi-winner promotional campaign incentivized leisure travelers with a chance to come to, stay, and explore Atlantic City.

A landing page allowed a database generated of email addresses to be used in further email marketing. The best of the city was also highlighted through non-paid media, and PR helped boost the campaign, which led to a much broader impact for the summer in the city.