ATLANIC CITY TO UNIFY ON ADVERTISING?

Atlantic City dismisses Foxwoods, Mohegan Sun marketing campaign
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By William Sokolic
For The Norwich Bulletin
Posted Aug 28, 2009 @ 11:13 PM

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Earlier this month, Atlantic City’s casino industry proposed establishing a $20 million annual marketing fund to promote the city as a destination rather than a place to play slots for the day.

In part, it was a response to a joint marketing campaign launched this summer by Mohegan Sun and Foxwoods to go after Atlantic City’s customers.

As part of the Connecticut effort, a series of billboards have been placed along key roads from New York to New Jersey — one two miles from the Atlantic City — proclaiming “Two worlds beat one City.”

At least one Atlantic City executive doesn’t think the campaign will make much of a dent in consumers’ minds.

“They can say what they want, but we still have the beaches and boardwalk. Connecticut is in the middle of nowhere. Customers are not stupid,” said Mark Juliano, CEO of Trump Entertainment Resorts.

With its 11 casino hotels, Atlantic City has a critical mass far surpassing Connecticut, New Jersey boosters say. That’s part of the reason they want their own marketing campaign to tout their city.

“We believe this type of campaign would boost tourism revenues, which will in turn have positive economic impact on the entire state’s economy,” said Joseph Corbo, president of the Casino Association of New Jersey.

Mohegan Sun CEO Mitchell Etess said a $20 million campaign would have little impact on Mohegan Sun or Foxwoods.

“Connecticut is only one of the issues facing Atlantic City,” Etess said. “Marketing the city is more pressing. It’s great if they’ve taken the tack to push Atlantic City as an overall destination.”
He said the joint marketing effort is aimed at doing just that in Connecticut.

Atlantic City should take a deep breath and understand how Foxwoods and Mohegan Sun characterize it, said Kevin DeSanctis, CEO of Revel Entertainment, which is building a $1.5 billion resort on the Boardwalk.

“This should be a wake-up call to Atlantic City on what its strengths are,” he said. “The Connecticut campaign is more of a compliment. This is a great time for everyone to sit down and say stop competing against each other, but sell Atlantic City as a destination.”

Still, Juliano expects his casinos and others in town to respond formally to the gauntlet thrown down by Foxwoods and Mohegan Sun. “We hope to do something a little classier. More positive in our message pointing out the great things we have here in Atlantic City.”

EDITORIAL FOOTNOTE: On a recent trip to Atlantic City, from Uncasville, Connecticut, I never saw the bill boards in question.

I reported that the garages, board walk, and casinos look worn. Atlantic City does in fact have a beach on the Atlantic Ocean, however anyone could experience the same thing at places like Coney Islanc, JOnes Beach, Long Beach, Fire Island National Sea shore, Smiths Point Beach,etc. in New York.

People who gamble, really don't look at the ocean when they are in Atlantic city, they don't come to swim and sun bath, they come to gamble.