Atlantic City’s marketing coalition is launching a $400,000 promotional campaign and will partner with a major mall operator to draw more visitors to town during the holiday shopping season.

Officials with the Atlantic City Alliance say the “It’s an AC Shopping Holiday” promotion is aimed at tourists from New Jersey, Philadelphia and New York. As part of the campaign, Atlantic City shopping messages will be placed on 4,000 New York City taxicabs. Ads will be published in New Jersey, Philadelphia and New York.

The alliance will partner with PREIT Malls in November and December for Atlantic City-themed holiday signs at the company’s shopping centers in Cherry Hill as well as Exton Square and Willow Grove Park in suburban Philadelphia.

“The advertising and promotions are designed to showcase Atlantic City as a premier shopping destination,” said Liza Cartmell, the alliance’s president. “The intent is to draw visitors to ‘Do AC’ for their holiday shopping.”

Cartmell is expected to discuss more details about the ad campaign and other holiday promotions during a community forum today starting at 5 p.m. at Dante Hall in Atlantic City.

The Atlantic City Alliance, a private marketing arm funded by the casinos, is the entity behind the $20 million “Do AC” advertising campaign launched last spring. The multimedia publicity blitz is designed to lure more visitors from throughout the Northeast by portraying Atlantic City as an exciting, upscale tourist destination offering more than just casino gambling.

An additional $6 million is being spent on a fall ad campaign that touts Atlantic City as an off-season getaway. It emphasizes the city’s retail shops, restaurants, nightclub scene, spas and other nongambling attractions.

The alliance has also partnered with The Press of Atlantic City Media Group for an online guide, called Atlantic City Insiders, to help visitors navigate the city’s restaurants, nightclubs and other hotspots.

AtlanticCityInsiders.com, launched in May, has nearly three-quarters of its online visitors from the Philadelphia, North Jersey, New York, Maryland and Washington, D.C., markets, company officials said.

Atlantic City’s tourism usually slows down dramatically during the fall and winter months. However, the alliance and other groups are trying to revitalize the tourist trade through the shopping promotion and some holiday events.

Cartmell said the Casino Reinvestment Development Authority, the state agency that oversees the city’s Tourism District, will sponsor a holiday parade Dec. 1 featuring marching bands, floats and an appearance by Santa Claus.

The Tourism District will get a festive makeover, including six-foot-high candy canes lining Atlantic Avenue and a 36-foot holiday tree erected at Maine Avenue. The tree has been donated by Tanger Outlets, owner of The Walk shopping and entertainment district at the foot of the Atlantic City Expressway.

As an added incentive for shoppers, free gift wrapping will be available at casinos on Saturdays and Sundays in December. A discounted parking rate will be offered at the “Wave” garage on Mississippi Avenue for shoppers who make at least $50 in purchases from The Walk.