ATLANTIC CITY — The city’s oldest casino has launched a new branding campaign designed to showcase its uniqueness among a crowded gaming market.
Resorts Casino Hotel unveiled its “One of a Kind” marketing strategy Tuesday, which executives said will better position the 41-year-old casino for the future.
Mark Giannantonio, president and CEO of Resorts, said the new campaign is the “next evolution” of the property’s growth since owner Morris Bailey and partner, Mohegan Sun, took over nearly a decade ago.
“We think we got it right,” Giannantonio said during a presentation for members of the media. “I really believe we have it right with this ad campaign and how we are going to project ourselves to the world.”
Giannantonio said the goal is to “keep this business in Morris’ family for the next 50 years.”
Giannantonio said the “One of a Kind” campaign is a natural fit for Resorts after the nearly $140 million capital investment Bailey and Mohegan have made in the property. The DraftKings Sportsbook at Resorts was a nearly $6 million upgrade of an underutilized space, the $2 million Landshark Bar & Grill expansion turned retail space into a food and beverage revenue producer, and the $1 million build-out of East Wind and Mukashi Sushi Bar near the Boardwalk entrance are all evidence of the company’s commitment to the brand and the property, he said.
“We’re really looking beyond a month or a quarter, and it really being generational,” he said.
The “One of a Kind” branding campaign is the result of market research, guest feedback and a true introspection of what the property stands for, said Mary Tindall, vice president of marketing for Resorts.
The change in marketing comes amid Resorts joining two Boardwalk competitors — Hard Rock Hotel & Casino Atlantic City and Ocean Casino Resort — and several small businesses in the recently launched “North Beach Atlantic City” initiative. “North Beach” showcases the three casino properties, as well as Steel Pier, the Absecon Lighthouse and the Orange Loop businesses, as a destination experience for Atlantic City visitors.
Tindall said the results of the “North Beach” project has been overwhelmingly positive.
“We embraced our competitors,” she said,” and this end of the Boardwalk was the busiest it’s been in 20 years.”