WILDWOOD — Sure, you can DO AC, but there’s no reason you can’t DOO WW, too.
The popular DO AC slogan, seen on colorful round car magnets across the region since the 2012 marketing campaign began, beckons visitors to head to Atlantic City.
Wildwood had its own “Do Wildwood” campaign starting as early as 2007, but it didn’t have the magnets.
Now, a group of local business leaders have opted to borrow from the DO AC refrain, introducing a collection of four equally colorful magnets with a distinctly Wildwood twist.
DOO WW is a play on the island’s long-established doo-wop culture, a reference to the dozens of 1950s and 1960s-era motels that line the island and harken to the island’s musical heritage.
The hope, said Crest Savings Bank Vice President Jodie DiEduardo, is that the Wildwood version of the popular magnets catches on, too.
“We’re hoping the community embraces it,” DiEduardo said.
Members of the local Boardwalk Special Improvement District and the Downtown Business Improvement District are working on the joint venture.
Patrick Rosenello, who serves as executive director for both business groups, said the two organizations have a combined summer advertising campaign budget of $75,000 in direct costs, as well as cooperative advertising efforts with other companies totaling $125,000.
The 10,000 magnets ordered cost about $6,500. The plan is to start distributing them for free this Thursday at local restaurants, motels, tourism centers and other businesses.
The Atlantic City Alliance, meanwhile, launched its $20 million tourism marketing campaign in April 2012 to promote travel to Atlantic City.
Jeff Guaracino, chief strategy officer for the alliance, said Monday that the agency has since distributed about 130,000 of the magnets, including limited edition colors, which add to their popularity.
A new designer series of the DO AC magnets is coming out at the end of May, Guaracino said.
He did not have a problem with Wildwood’s plan to borrow the magnet idea.
“Anything that gets more visitors to New Jersey is great,” Guaracino said.
Getting the Wildwood magnets out to the public became a goal for DiEduardo after the DO AC magnets became so visible across the region.
“I was on a mission to get these done. If I saw one more DO AC sticker, I was going to scream,” she joked as she and other members of the improvement districts met on the Wildwood Boardwalk Monday.
Joe Murray, of One Off Marketing, is also a BID member and said the group is focusing on radio advertising, banner planes and rack cards that will be distributed at area motels offering guests a map showing the route of the popular Dolly the Trolley service and the businesses along the route.
The decision to include the doo-wop reference, he added, just made sense.
“Wildwood already built a brand and it makes us different,” he said.
Laurie Roach, of Laura’s Fudge, added that once the magnets are out, they should appear soon on cars in target markets such as Philadelphia and North Jersey.
“It’s a great way of advertising everywhere you go,” she said.
And DiEduardo said she expects the magnets could become just as visible as the DO AC variety.
“It’s been successful with Atlantic City and I think it will be successful here,” DiEduardo said.
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