RE-INVENTED MOUINT AIRY CASINO RESORT LAUNCHES FIVE MILLION DOLLAR AD CAMPAIGN WHICH FOCUSES ON THE RESORT’S POCONOS LOCATION AND GUEST EXPERIENCE
Mt. Poconos- PA – - March 27, 2011. On April 11, Mount Airy Casino Resort will reveal a brand new $5.6 million multi-medium advertising campaign, which focuses on the property’s unique location in the picturesque Pocono Mountains. Themed “It’s Mountain Time,” the campaign stakes claim to Mount Airy Casino Resort’s setting and leverages this valuable equity. The print and broadcast ads feature animals that are charming, and represent the hospitality aspect of the property and the good nature of the “locals.” This campaign is a departure for this resort – that has recently undergone a half-billion dollar reinvention. In the new advertising campaign, Mount Airy Casino Resort, which was the first casino resort in Pennsylvania to be awarded the prestigious AAA Four Diamond Rating for the year 2010, is being showcased as a premier resort destination which offers an unrivalled guest experience.
While unique, the campaign is not intended to be received for only comedic value. The human guests of the resort are most prominently featured. The animals are in the background and represent an “anything-can-happen” tone. In the print and broadcast advertisements, both animal and human guests interact to showcase an ultimate guest experience of a blue chip resort combined with the rustic feel of a mountain retreat. In the series of ads, a wolf shares the love of being a carnivore with a man’s man who savors a porterhouse. In another ad, bears come out of hibernation and sadly leave the most comfortable of beds and owls empathize with party people as they return to their rooms in the early morning.
In the nightlife ad, a group of single, attractive people notice a couple of foxes at the Glass Bar. The “room service” ad illustrates a man opening the door of his suite to find the morning paper and his breakfast. Across the hall, a bear in a robe is doing the same thing.
The crowned jewel of the “It’s Mountain Time” campaign is a television spot that was directed by Andrew Jenkins, whose credits include actors like William Demeo.
“Mount Airy Casino Resort is a destination that offers a unique guest experience that you won’t get in any other casino resort – and this new campaign focuses on our resort attributes,” said Mount Airy Casino Resort General Manager John Culetsu. “When traveling to a resort, guests like to meet new people, experience new things and get a flavor for local color. This campaign depicts that interaction and guest experience and highlights Mount Airy’s lavish ambiance, exceptional fine dining, luxury accommodations, outdoor activities and unrivalled amenities,” he added.
Through the “It’s Mountain Time” campaign, the animals are utilized to bring a smile to the reader or viewer – yet the tone of voice of the campaign is elegant and sophisticated,” said Rick Midler (Halo creative source). “The photography in both the print and broadcast ads will highlight the elegant design of the resort and draw attention to the energy of the casino and night life. We’re depicting fun, offbeat, slightly mountain moments,” he/ she added.
“It’s Mountain Time” will debut with advertisements on April 11th 2011 in casino print publications, Mount Airy print magazines, Mount Airy radio, casino promotion television, golf publications, online advertising displays, online advertising searches, and in key outdoor locations.
About Mount Airy Casino Resort:
Located 75 minutes from New York City and set in the serene and picturesque Pocono Mountains, Mount Airy Casino Resort offers guests the ultimate experience in casino gaming, golf, outdoor activities, entertainment, five restaurants, and 188 lavish guest rooms and deluxe suites. The casino features more than 2,400 of the hottest slot machines and more than 70 table games including blackjack, roulette, craps, baccarat and poker.
Mount Airy Casino Resort has received the AAA four-diamond award, becoming the first Pennsylvania casino and resort to have earned this prominent rating. Just 4 percent of the more than 31,000 AAA Rated® lodgings and 2.8 percent of the 27,000 AAA Rated restaurants were awarded the prestigious AAA Four Diamond designation for 2010.
With critically acclaimed restaurants exclusive to Mount Airy Casino Resort — notably red Steakhouse and Le Sorelle Cucina — guests can chose from a variety of culinary experiences. red Steakhouse offers the highest quality steaks and fresh seafood in a stylish and chic setting. The Steakhouse also boasts an extensive wine list for all palates and serves small plates and a menu of specialty martinis. Le Sorelle Cucina features exquisite, time-honored recipes combined with Italian hospitality and candle-lit ambiance. Distinctive and warm, this open-air style “sister’s kitchen” includes an authentic, old-world brick oven.
The guest rooms at Mount Airy are elegantly designed with outstanding amenities and features, exceeding the highest quality rooms available in the Pocono Mountains. Each room and suite includes pillow-top beds, a 37-inch LCD TV, free Internet access and a luxuriously appointed bathroom.
Mount Airy Casino Resort also features world-class entertainment in Gypsies Lounge and Nightclub. Upcoming performers include the Grammy-nominated band The Gin Blossoms, iconic alternative rock band The Spin Doctors and Country Music Award-winner Jack Ingram.
The Spa and Salon at Mount Airy provides guests with a range of invigorating salon and spa treatments, including signature facials, skin treatments, personalized massages and more.
Mount Airy’s 18-hole, championship golf course boasts more than 6,000 yards of challenging and beautiful terrain amidst rolling, tree-lined fairways and multiple ponds, lakes and streams.
For more information, visit www.mountairycasino.com
Mount Airy Casino Resort
|MOUNT AIRY CASINO • 44 WOODLAND RD • MOUNT POCONO, PA 18344 • 1.877.682.4791 | MOUNTAIRYCASINO.COM|