Vol. 4, No. 7, July 2007
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Reaching Out
Increasing tourism through interactive marketing
Everyone knows the internet is one of the most important ways to promote your business or destination. That’s why the Atlantic City Convention & Visitors Authority has been aggressively using the internet to market Atlantic City.
According to a recent survey conducted by U. S. Destination Marketing, Inc., that marketing campaign is showing a high return on investment—to the tune of 1.35 million visitors and $1.7 billion in expenditures.
According to U.S. Destination Marketing, Inc., the Authority’s website, www.atlanticcitynj.com, had an estimated 3.4 million visitors last year, a 14.8 percent increase over the 2.9 million visits in 2005. Of those visitors, 61 percent or 1.35 million people visited Atlantic City over the past 12 months. They spent $1.7 billion during their stays in 2006, and traveled in groups with an average size of 2.65 people. Each visitor spent an average of $1,244.90.
This analysis of our own internet marketing efforts is a clear indication that our marketing is on track for current and future success. Additionally, 62 percent of the website users who visited in 2006 will return in 2007, bringing an additional $1 billion in spending. Among those who did not visit in 2006, approximately 37 percent intend to visit in 2007, bringing another $395 million in spending.
According to the survey conducted by U.S. Destination Marketing, “The ACCVA’s interactive strategy and marketing tactics used to generate business for Atlantic City has demonstrated very positive results for generating tourism dollars today
and in the future.”
The Authority’s website is a complete reference for potential visitors, media and meeting planners. It includes online hotel booking and comprehensive lists of restaurants, accommodations and attractions, as well as a complete calendar of events.
New to the site is the Boardwalk Walking Tour. The tour is accessible by clicking on the banner on the home page. One can print out the tour and read along as he or she strolls the Boardwalk beginning at New Jersey Avenue and continuing all the way to Boston Avenue.
Also, by clicking on Visitors on the home page, one can find an “Atlantic City Summer Fun Top Ten” list of “can’t miss” activities for the summer season. From information on shopping, Segway tours and beach bars to bike rentals, parasailing and golf, one can find a bevy of information to experience Atlantic City during the summer season.
There’s a pot full of useful information for the gay, lesbian, bisexual and transgender visitor who clicks on the rainbow banner on the home page. Once on the Atlantic City Gay Travel Page, one will find a listing and information on gay-friendly nightclubs, restaurants, hotels and more. There is even a section on civil unions, and a listing of unique venues in which to hold one.
The Interactive Experience is truly that. Designed to give the visitor a quick look into Atlantic City in a very fun way, the page offers information on culture, beach bars, shopping, entertainment, First Wednesday AC specials and more. You can even download wallpaper for your computer, and play virtual quarters in a virtual slot machine. You’ll find the link on our home page.
You’ll also find easy access to information on certain events coming to the city such as the Atlantic City Airshow “Thunder Over The Boardwalk,” presented by Borgata Hotel Casino & Spa. The page is updated with performance schedule information, and those who want to stay over for the show can book a hotel room online.
Visitors can even watch the new Atlantic City promotional video right on the website and get a handy Atlantic City Visitors Guide online, plus maps, parking information and directions, frequently asked questions and so much more.
I’m extremely proud of the Authority’s website, and of the marketing team that works on it, headed by our E-Marketing Manager April Clark. But don’t take my word for it. Visit www.atlanticcitynj.com for yourself.
