“It’s Mountain Time” at Mount Airy Casino Resort Brings the Spirit of the Outdoors In
NEW YORK, April 11, 2011 – The Halo Group, a New York based branding and marketing communications agency, launches today a multi-million dollar rebranding advertising campaign “It’s Mountain Time” for legendary Pocono escape Mount Airy Casino Resort, redefining the picturesque mountain retreat. Bringing the spirit of the brand to life, the new creative campaign features a surprise, humans interacting with local animals sharing the mountain getaway experience.
“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 Strategic 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!”
With the shift in brand messaging from Mount Airy’s pre-existing image, the new campaign features charming, local animals all intended to bring a smile to the viewer. 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.
The series of ads feature 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.
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, nestled in 12,000 wooded acres, is unique because it offers an entirely different experience from Atlantic City and the other local casinos. Mount Airy owns the Poconos and the new campaign leverages this valuable equity,” said Linda Passante, CEO, Co-Founder of The Halo Group. “Mount Airy is more than a casino. It’s more than a resort. It’s a unique destination that allows guests to go a short distance for an abundance of outdoor activities in a mountain getaway.”
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.
- Rick Midler, Creative Director, The Halo Group
- Tim Goodwin, Director/Producer, The Halo Group
- Stu Garrett, Senior Creative Director, The Halo Group
- Celebrity Photographer Jeff Sciortino, Sciortino Photography
- Film Director Andrews Jenkins
- Deer and fox Special Effects, Barbara Muehleib
- Animatronic bear and Puppeteer, Matt Brady
- Squirrel and wolf Special Effects, AnimatronicFX puppeteer’s Dave Nelson and Norman Tempia
- Original rock score, Musician/Guitarist Sheldon Rifkowitz
To view high-resolution campaign images and TV/radio spots, as well as get a “Behind-the-Scenes” glance at the making of the new ad campaign, please visit: http://thehalogroup.net/news/2011-mountairy-spring-campaign/index.html.
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