Borgata hopes sex sells
The Borgata, Atlantic City's new $1-billion resort, is using a sexy, stylized ad campaign to launch the first new casino hotel to open in the seaside city in 13 years. Schadler Kramer Advertising Group created the $10-million campaign, which aims to position the hotel as a destination resort in the
According to the agency, the ads use the "Go to Your Happy Place" tagline to target existing Atlantic City customers ready for a new experience as well as those consumers who've never visited the resort. The campaign will focus on New York, New Jersey, Philadelphia and select national media and covers newspapers, magazines, outdoor and radio.
IMAGE PHOTOGRAPH 1The 2,002-room Borgata is a joint venture between Boyd Gaming Corp. and MGM Mirage. The property includes 135,000 square feet of gaming space, 11 restaurants and a spa.
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