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Borgata Hotel and Casino 'Gets Better'

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LOS ANGELES The latest campaign for the Borgata Hotel, Casino & Spa by independent Schadler Kramer Group is breaking in June magazines, according to the agency.

Five ads promote the Atlantic City, N.J., resort via subtly provocative scenarios captioned with the tagline, "Wait, it gets better."

The effort "conveys a slightly more sophisticated, upscale [message] with a playful wink," said John Schadler, founder and managing partner of the Las Vegas-based shop. "The brand has always been about surprise, sexiness and fun," he explained. "This is basically leveraging the property's success to a new level."

The five, full-page scenes—lifestyle moments captured around the 2,002-room property's hotel, nightclub, restaurants, casino and swimming pool—target "a more specific demographic" than SKG's previous work for the client.

The desired audience is composed of "mid-40s, sophisticated urbanites, people who may have not viewed Atlantic City as an option until now," Schadler said. He added that the Southern European-reminiscent property, jointly owned by MGM Mirage and the Boyd Gaming Corp., is "entirely competitive with any of the big new hotels in Vegas."

In one campaign execution, photographed in the resort's nightclub, an attractive, jewel-draped woman fawns over a conservatively dressed middle-aged man; at the same time, an equally glamorous woman drapes her arm across his chest from behind.

In another execution, a fully dressed man holding a glass of white wine is shown immersed to his waist in the swimming pool, casually eyeing his sexy female companion. The woman, hair slicked back and makeup perfect, wades a few steps away in a slinky, sparkling cocktail dress.

All five ads feature the anticipation-tinged tagline as a caption.

The campaign also previews coming attractions, Schadler noted. By early 2006, the 2-year-old Borgata is expected to unveil additional guest rooms and fine-dining restaurants, a poker facility and high-end retail shops, he said.

This print component is the first phase of the resort's new marketing effort, Schadler said, and would run in national magazines including Vanity Fair, Food & Wine, Maxim and Cigar Aficionado. Additional amenity-focused ads will appear in regional publications serving the Borgata's core markets of New York, New Jersey, Philadelphia and Baltimore.

SKG would not reveal its client's current ad budget, but said it was in "the low seven figures." The Borgata spent $3 million on advertising last year and $5 million in 2003, per Nielsen Monitor-Plus.