The introduction of two new Atlantic City casinos—Hard Rock Hotel & Casino and Ocean Casino Resort—has put a crunch on the other seven casinos in the seaside town. To secure its place, Resorts Casino Hotel unveiled a new branding campaign October 8, dubbed “One of a Kind.”
Mark Giannantonio, president and CEO of Resorts, said the campaign represents the “next evolution” of the property’s growth since owner Morris Bailey and partner, Mohegan Sun, took over nearly a decade ago. In addition to a casino hotel rebranding, Resorts has partnered with Hard Rock and Ocean Casino to market that section of the Boardwalk as North Beach Atlantic City.
“We think we got it right,” Giannantonio told the Press of Atlantic City. “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.”
The 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 upgrade cost almost $6 million, 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 41 year-old property.
“We’re really looking beyond a month or a quarter, and it really being generational,” Giannantonio said.
The “One of a Kind” branding campaign is the result of market research, guest feedback and an introspection of what the property stands for, said Mary Tindall, vice president of marketing for Resorts.
North Beach showcases the three casino properties, as well as the iconic Steel Pier, the Absecon Lighthouse and the Orange Loop businesses on Tennessee Avenue as a destination experience for Atlantic City visitors.
