Re-Invented Mount Airy Casino Resort Launches Five Million Dollar Ad Campaign Which Focuses on the Resort's Poconos Location and Guest Experience

MT. POCONOS, Pa., April 8, 2011  /PRNewswire/ -- 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 Poconos 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. 

(Photo: http://photos.prnewswire.com/prnh/20110408/NY80012 )

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. To accomplish the animals incorporated in the ads, a special effects mixture of puppeteers and animatronics were used rather than real live animals. The photography highlights the smart design of the resort and heightened energy of the casino and nightlife.

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.

In another television spot, a man at the roulette table is unsure if he should let his bet ride, until he notices a squirrel going all in with his pile of acorns.

You can collect your nuts and save them for another day...or you can grow a pair and let them ride.  It's Mountain Time. Mount Airy Casino Resort.

"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.

"The strategy behind this campaign was to depict the beautiful and unique setting of Mount Airy Casino Resort in the serene Poconos Mountains as an added value to our incomparable gaming and accommodations," said Stephen Blank, Vice President of Marketing for Mount Airy Casino Resort. "'It's Mountain Time' perfectly illustrates our message that we are an exceptional, destination resort in an optimal location."

"In a category that is defined by 'Jackpot Smiles', Halo has created this campaign using local denizens to represent the wooded outdoor surroundings and bring its differential location to life," said Mark Sutter, Chief Marketing Officer, The Halo Group.  "The new campaign we created for Mount Airy allows the mountain retreat to find its own attitude and personality. 'It's Mountain Time' is encouraging guests to get out there and have some fun!"

The new $5.6 million campaign is designed to connect with consumers, reaching a broader audience across several media channels:  television, radio, consumer print publications (national golf and entertainment magazines, casino daily newspapers), outdoor, transit (bus and train), digital geo-targeted banners and in the Northern New Jersey, Eastern Pennsylvania and New York City metro region. The "It's Mountain Time" creative look and feel incorporating regional animals such as raccoons, bears and deer and mountain images will also be integrated into all on-site and direct mail collateral. Ads featuring resort spa and golf scenarios will break later in Spring/Summer 2011.

About Mount Airy Casino Resort:

Located 75 minutes from New York City and set in the serene and picturesque Poconos 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 Poconos 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

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SOURCE Mount Airy Casino Resort