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Atlantic City's New Slogan is a 'Turn On'

22 March 2004

ATLANTIC CITY, New Jersey – As reported by the Press of Atlantic City: "Just two days after the city launched its new advertising slogan, Saturday Night Live poked fun at 'Always Turned On.'

"…Jeffrey Vasser was among the nearly 7 million people watching the show that October night.

"'If you can imagine me sitting at home, watching that, I didn't know it was going to happen. My jaw just dropped when I heard it,' said the executive director for the Atlantic City Convention and Visitors Authority.

"'Sure they made fun of us. But I think most people understand that's what they do. And I believe there's no such thing as bad publicity,' Vasser said.

"…Vasser was understandably delighted. A serious gamble was already paying off.

"Last July, the visitors authority announced it hired a New York-based public relations firm to steer the city's marketing and hopefully revitalize interest in the resort.

"…The authority has invested nearly $500,000 so far in launching 'Always turned on' and the accompanying marketing campaign.

"…Print impressions - the number of people who could have potentially seen or heard the slogan mentioned - hit 3 million that first week. The numbers have since more than tripled.

"The latest numbers for television impressions were not available, but Vasser said news stations from Philadelphia and New York have recently done spots from the city and several more have expressed interest…"

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