Vegas Agency Promotes Atlantic City Hotel

SAN FRANCISCO Schadler Kramer Group next week breaks a $10 million campaign promoting the new Borgata Resort and Casino in Atlantic City as a “Happy place.”

The somewhat risque campaign includes radio, print and outdoor advertisements that feature people enjoying the many choices the resort has to offer, from nightlife, to dining, to dancing. In one print execution, promoting the luxurious hotel rooms, a couple is shown in their underwear. The choices listed: “little black dress,” “miniskirt,” “peasant top” or the check-marked “nothing at all.” The tagline reads: “Go to your happy place.”

The campaign will begin with outdoor messages in New York, Philadelphia and New Jersey markets, followed by print ads in regional and national magazines including Vanity Fair, People and InStyle, among others. A television campaign will break in the fall.

The campaign was designed to position the new $1 billion resort, which opens July 3, as more of an upscale destination for people who might otherwise disregard Atlantic City. “We did a lot of research, as did the client, and we were able to hone in on what was missing in Atlantic City,” said John Schadler, managing partner at SKG.

The city is viewed primarily as a gambling venue, and many visitors have found no reason to return a second time, Schadler said. The key was to bring up the array of entertainment and luxury options at the new resort, which would lure those visitors back, he said.

In addition to the advertising campaign, SKG is involved in all aspects of the New Jersey hotel’s communications program, from designing cocktail napkins to developing the in-room television channel.

The Las Vegas agency specializes in leisure and hospitality accounts and counts among its clients the MGM Grand Hotel and Casino, the New York-New York Hotel and the MGM Mirage, all in Las Vegas.