Atlantic City’s casino-funded marketing alliance has selected a public relations giant to help revitalize the town’s tourism image.

Edelman, the world’s largest public relations firm, is the second key hiring by the Atlantic City Alliance as it moves forward with plans for a $30 million marketing campaign this spring.

Edelman joins New York advertising firm Euro RSCG on the alliance’s team of outside advisers. Both companies will work with the alliance to promote Atlantic City and rebuild the tourism industry.

“The ACA is thrilled to partner with Edelman,” Liza Cartmell, the alliance’s chief executive officer, said in a statement Monday announcing the hiring. “As a leading PR agency, Edelman brings a 360-degree approach to our communication strategy that will go a long way in addressing some of Atlantic City’s challenges, while still highlighting all of the factors that make the city so great.”

Edelman’s global reach will be counted on to attract new tourists to Atlantic City. The company has 63 offices and more than 4,200 employees worldwide. It is the recipient of a number of top honors from trade publications such as Advertising Age, Adweek and PRWeek.

“Edelman looks forward to having a stake in reviving Atlantic City and promoting it as one of the most exciting destinations in the country,” said Russell Dubner, president of Edelman New York.

The Atlantic City Alliance is the “private” part of a public-private partnership created by state legislation last year to rejuvenate Atlantic City’s struggling economy. The nonprofit alliance is financed by $30 million annually from the city’s casino industry.

Contact Donald Wittkowski: