Tropicana Resort launches image makeover campaign

ATLANTIC CITY, NJ: The Tropicana Casino & Resort has launched a multidimensional campaign to help restore its image in light of recent missteps.

ATLANTIC CITY, NJ: The Tropicana Casino & Resort has launched a multidimensional campaign to help restore its image in light of recent missteps.

The goal is to reverse the reputational damage caused by months of bad press over employment issues, substandard accommodations, and the revocation of its former parent company's gaming license. The campaign will also counter cleanliness and customer service issues. Some outlets have published reports of bedbugs, dirty bathrooms, and poor “slot service” – the time it takes for payment after a win.

The casino has invited local journalists for meet-and-greets with Tropicana president and chief operating officer Mark Giannantonio, in addition to print and billboard ads. The casino has also added to its Web site a virtual tour of its hotel rooms, the casino floor, and its nightlife spot The Quarter. On January 18 it hosted NASCAR racer Martin Truex Jr. for a car giveaway.

Dubbed “Experience the Difference” the initiative aims to reach approximately 30 million people in select markets in Philadelphia, New Jersey, and New York.

Currently owned by New Jersey state, The Tropicana is looking for a buyer of its 2,129-room facility, which also features an IMAX Theatre.

“The perception out there was that the casino was closed when it was open and in full operation,” said Diane Spiers, the executive director of media marketing. “With this campaign, we're inviting the guests back.”

The Philadelphia Inquirer has been chronicling the Tropicana's woes and ran a story on the casino's attempt at resurrection in mid-January. The Baltimore Sun, the New Jersey Star-Ledger, and others have also covered the issue.


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