Client:

Harrah's Entertainment - Atlantic City, NJ
Alternative Lifestyle Campaign

Situation:

Develop a campaign to target an alternative gay, lesbian and transgender audience at the Harrah's Atlantic City properties.

Strategy:

• Create a unique domain name, "getoutinac.com" to entice online visits and promote marketing efforts. The site would be tailored specifically to the target audience.
• Encourage this alternative lifestyle audience to, "Get Out in AC."
• Use alternative lifestyle photography and new graphic imagery on the site to resonate with the demographic.
• Captivate a fresh audience while remaining strong to the Harrah's brand.

Results:

• Showcasing the property's amenities, the "Get Out in AC" campaign tastefully opened a new market of visitors to the four Atlantic City properties.
• Following the campaign, Harrah's Resort and Caesars Atlantic City continue to see an increase in alternative audience stay and revenue.