Wildwood, Atlantic City, and other beach towns invest millions in advertising to boost summer tourism.
Recent months have witnessed an uptick in marketing efforts aimed at attracting visitors to various Jersey Shore towns, with heightened visibility through commercials, billboards, and digital advertisements. Notable examples include Ocean City ads on the Walt Whitman Bridge and Atlantic City bus-stop promotions during the recent Eagles Super Bowl parade.
Tourism officials from the Wildwoods and Atlantic City have launched multimillion-dollar advertising campaigns, complementing established initiatives like Cape May County’s “Escape to the Jersey Cape” commercials, which emphasize the area’s appeal as a destination for family memories and leisure.
In Atlantic City, the marketing push aims to reshape public perception. Tourism leaders, including Gary Musich, president and CEO of Visit Atlantic City, assert that the city remains busy and appealing, countering notions of decline. With local restaurants fully booked and weekend accommodations scarce, the city’s infused energy is palpable.
The financial commitment to these advertising campaigns varies significantly among towns. Sea Isle City allocates approximately ,000 annually, while Ocean City’s budget stands at 0,000. The Wildwoods have invested around .2 million, and Atlantic City leads with a substantial million budget dedicated to tourism promotion.
Marketing strategies target various demographics, particularly women, who research indicates are influential family decision-makers regarding vacation plans. In light of projected declines in air travel this summer due to economic uncertainty, local officials believe that regional destinations will benefit as families seek alternatives closer to home.
Atlantic City has recently rebranded its campaign, abandoning the previous “DO AC” slogan in favor of a more inclusive message with the tagline “Endless Reasons to Celebrate in Atlantic City.” The updated branding includes a multifaceted approach with new commercials, billboards, and digital promotions, emphasizing the city’s multifarious attractions beyond gaming, such as dining, entertainment, and family-friendly activities.
Meanwhile, the Wildwoods promote their unique offerings through a campaign highlighting their safety, fun, and free access to clean beaches. The community’s appeal is bolstered by research suggesting that visitors feel especially welcomed in the area. The Wildwoods’ strategy encompasses digital platforms targeting various family groups, reinforcing its reputation as a vibrant family-friendly destination.
Sea Isle City maintains a focused advertising strategy, investing ,000 per year in various promotional methods. Officials assert that the combination of rewarding marketing strategies and continual engagement with the business community contributes to the city’s consistent revenue generation from beach tags each year.
Together, these varied but concerted efforts from tourism authorities aim to cultivate a welcoming image of the Jersey Shore, positioning it as an inviting destination for vacationers during challenging economic times. As the summer season approaches, the efficacy of these campaigns will become clearer as the area anticipates increased tourism.
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