Mount Airy Casino Launches DR Campaign
Mount Airy Casino Resort has launched a $5.6 million direct response print, billboard and broadcast campaign to promote the recent refurbishment of the eastern Pennsylvania casino.
The campaign, which will also utilize direct mail and social media, is running in Pennsylvania and the New York metro area, says Lara Cohn, spokeswoman for the Halo Group, Mount Airy’s agency.
All ads feature the casino’s web address www.mountairycasino.com where users can do things like make room, restaurant and entertainment reservations and join The Players Club, the casino’s frequent gambler program.
The TV campaign is running WCBS and WPIX in New York as well as on New Jersey cable outlets Versus, CNN, the YES Network and ESPN. In Pennsylvania, commercials are running on WBRE WYOU.
Part of the creative for the TV campaign represents a departure from past efforts and focus on Mount Airy’s natural surroundings, says Mark Sutter, Halo chief marketing officer. Included in the ads are people interacting with local animals sharing the mountain getaway experience.
For example, one series of ads features a couple of foxes enjoying the casino nightlife and a black bear awaking from his hotel hibernation. In one 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.
Radio spots are running on New York stations WABC-NY, WESPN and WFAN. In Pennsylvania, they’re running on WGGY-FM (Wilkes Barre-Scranton); WKRZ-FM (Wilkes Barre-Scranton); 40
WODE (Easton); and WSBG (Stroudsburg); and in New Jersey on WDHA.
The radio spots are 30 seconds long and summarize all of Mount Airy’s offerings including table games, entertainment, its golf course and proximity to New York
City as well as its web address.
Print ads are running in the New York Daily News and NY Post as well as the Newark Star Ledger as well as in Pennsylvania dailies the Pocono Record, Scranton Times, The Morning Call, The Weekender and Electric City/Diamond City. Print ads are also running nationally in Golf magazine, Great Golf Magazine, People, Entertainment Weekly and Sports Illustrated NY Metro editions.
Billboards are running in Northern New Jersey.
Mount Airy uses direct mail primarily as a vehicle for player development, sending out monthly mailings to a house list. Offers are customized based on the individual’s level of play, Cohn says. The mailers feature special offers as well as a listing of monthly entertainment, and other casino promotions.
In terms of social media Mount Airy does have a presence on Facebook, Twitter and YouTube which it is using primarily to announce promotions and events to its followers.
“But, as we believe that social media needs a strategy, Halo will be helping to bring Mount Airy to the next level and integrating their social media channels into the holistic communications campaign,” says Cohn. “Our goal is to make their social media more user-centric and interactive with two-way dialogue allowing for positive consumer feedback.”
The campaign will run for the rest of this year.
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