The new slogan seems like a “call to action” to Phyllis Lacca, who runs Atlantic City-based Masterpiece Advertising.

“In today’s competitive market, leisure dollars are tight,” Lacca said Wednesday. “I hope ‘Do A.C.!’ will move people to visit Atlantic City. I look forward to seeing the full campaign versus others (for nearby markets).”

Once the complete campaign launches, the full effect of the slogan will be more apparent, said Susan Adelizzi-Schmidt, president of Suasion Communications Group in Egg Harbor Township.

“It sounds like an evolution from the old slogan: ‘Always Turned On,’ ‘Do A.C.!’” Adelizzi-Schmidt said. “It’s very simple and quick, and easily digestible, so I think it will resonate. (But) you have to have the whole package to support the slogan: the visuals, the icons, the identity.”

Rollout is scheduled to happen by the end of April, a timing intended to “generate a strong momentum as we head into the summer season,” said Alliance board member Bob Griffin, president of the Casino Association of New Jersey and Trump Entertainment CEO.

“We have seen a preview, and we all agree that it is exciting and sure to be successful,” Griffin said.