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Visit Atlantic City announced Wednesday the integration of the DO AC brand and its assets under the unified Visit Atlantic City name.

“Uniting the DO AC and Visit Atlantic City brands under one umbrella marks a pivotal moment for Atlantic City,” said Gary Musich, president and CEO of Visit Atlantic City, who recently took the helm of the organization.

Officials announced the move during the Feb. 5 Visit Atlantic City Annual Meeting. According to them, the strategic play combines efforts to communicate the different options for meetings and fun throughout the city – resonating with both leisure and business travelers.

“The move allows us to speak as a stronger, united voice, streamlining our efforts in amplifying Atlantic City’s appeal as a premier destination for leisure and business travelers,” said Musich. “It also enables us to deliver a greater economic impact for our community.”

Visit Atlantic City notes that this integration builds on rebranding efforts that began in 2022, as the organization transitioned from Meet AC to Visit Atlantic City. Those efforts continued last year with the consolidation of leisure marketing efforts resulting in the creation of a single website, VisitAtlanticCity.com.

Other key elements of the integration include:

• For the first time in 13 years, the site now features a single booking engine
• One brand identity for the destination – from the logo to color palette to typography
• Establishes the website as the authority on Atlantic City content and information
• Builds upon leisure efforts previously undertaken by the Casino Reinvestment Development Authority (CRDA), with Visit Atlantic City assuming full responsibility for promoting the destination

At the Annual Meeting, Visit Atlantic City also debuted its new spring/summer marketing campaigns and destination video highlighting “Where Celebrations Live On” and “Create Memory Making Moments.”

One voice, one brand, one place

“We are thrilled to launch new leisure advertising in the marketplace,” said Karina Anthony, executive director of marketing at Visit Atlantic City. Anthony noted the new marketing campaigns and destination video were based on qualitative and quantitative creative testing research conducted by Future Planners.

“The creative testing results are encouraging, with interest in visiting Atlantic City and enthusiasm for leisure travel to the destination both on the rise following exposure to the tested creative,” she said.

CRDA Executive Director Eric Scheffler said that this move will have a lasting impact on Visit Atlantic City’s destination leisure marketing efforts.

“Visit Atlantic City is laser-focused on providing one brand voice in messaging and our visitors will be able to access all the latest information on events and activities in one place at www.visitatlanticcity.com,” said Scheffler.

NJBIZ recently spoke with Musich about this integration effort and more. He stressed the undertakings aim to streamline things in the resort town — and speak in one voice for Atlantic City.

“There’s been a push for this for a while,” Musich told NJBIZ. “We eventually had the right plan in place – and we are consolidating that effort. For so many reasons, messaging is important – branding. Atlantic City is working on perception issues that have been developed due to lack of messaging. No news is not always good news. So, this is going to help that. We still represent and support all of the properties – all of the businesses.”

Stay tuned for more from that discussion from Musich in an upcoming NJBIZ issue, including details on this integration, the start to his tenure leading the organization, goals and challenges in the year ahead, and much more.

More AC action:

• Borgata begins remodel of iconic B Bar
• Visit Atlantic City hits the ground running in 2025
• Showboat AC expansion receives $4.2M grant