“IF MOVING TOO FAST IS WRONG, I DON’T WANT TO BE RIGHT”
ATLANTIC CITY, N.J., Feb. 4 /PRNewswire/ — The Atlantic City Express Service (ACES), a joint venture of Borgata Hotel Casino & Spa, Caesars Atlantic City and Harrah’s Resort Atlantic City, launches its brand new advertising campaign with the first-ever full takeover of any US newspaper, the New York edition of Metro. This marks the official launch of the advertising campaign which focuses on rekindling a relationship between NYC & AC. Just as old friends or lovers may have lost touch, the ACES train encourages NYC & AC to give it a go – even if it’s just for the night.
“We wanted this campaign to send a clear message that ACES isn’t your ordinary train service,” said
Jennifer Weissman, Regional VP Marketing, Harrah’s Entertainment. “We are taking every opportunity to launch this campaign in a meaningful way. Not only do we want reach riders in the right mindset, but deliver our message in a playful and impactful manner.”
The joint venture partners contracted Hammonton, NJ advertising agency One Trick Pony to create the campaign, which focuses on cheeky dialog between the two cities, encouraging each city to visit the other. Lines such as, “NYC, I want to see you, even if it is for a one-night stand, AC” create a unique approach to marketing this new mode of transportation by speaking to the fun reasons to visit.
Aimed at targeting New Yorkers looking to explore all that AC has to offer, the campaign includes print, online and out of home media. The ACES brand has been extended online to provide a richer opportunity to bring the personality of the brand to life. Quirky animations with stylish black and white photography expand upon the “love letter” ads. These touches, combined with train details, schedules and partner information, provide the user with an entertaining and informative view of ACES. Users are able to “Share the Love” with personalized, emailed love letters to share with someone special.
Working with New York-based media agency Crossmedia, the partners negotiated the first ever takeover of Metro Newspaper in the United States to run just prior to the train’s launch to the public on February 6, 2009. The Metro takeover means that ACES will be the only advertiser in the entire issue and includes 25 total ad units throughout the paper.
“We looked for new and innovative ways to get our message out there and appeal directly to our target audience and the Metro partnership provided the perfect platform from which to grab New Yorkers’ attention,” said
Auggie Cipollini, Senior Vice President and Chief Administrative Officer of the Borgata Hotel Casino & Spa. “Atlantic City has changed dramatically in recent years, and with the offerings of our properties and our partners, Harrah’s and Caesars, AC can now offer the Vegas experience with world-class entertainment, dining, nightlife, spa and gaming options for New Yorkers to enjoy within a quick trip from the city as opposed to a long flight.”
“ACES wanted a way to stand out among the advertising clutter and catch the attention of young professional New Yorkers in a way that had never been done before”, said Metro New York Executive Sales Director
Ed Abrams. “Together with ACES advertising agency, Crossmedia, Metro will deliver the first newspaper takeover in the US and reinforce its position as an innovator in advertising solutions unique to the marketplace.”
The ACES train provides residents of New York and New Jersey a direct transportation option between the two cities that does not otherwise exist. Weekend (Friday – Sunday) service will provide customers a safe, comfortable and convenient travel experience between New York City and Atlantic City with a brief stop in Newark. Each train consists of four multi-level rail cars offering passengers upgraded leather seating, a private lounge, custom-designed food and beverage options and both first and coach class travel experiences. First-class seating is found on the upper deck of the train with servers available for food and beverage options.
Introductory ticket prices will start at $50 for one-way coach seat and $75 for one-way first class seat. Additional ticket pricing and purchase information, along with full schedules will be announced in the coming weeks and will be available through www.acestrain.com. Visitors to the Web site will be able to reserve their seats and book hotel stays at Caesars Atlantic City, Harrah’s Resort Atlantic City and Borgata Hotel Casino and Spa.
CONTACT: Dina Barsky
Tierney Communications
215.790.4336 office
267.994.1476 cell
SOURCE The Atlantic City Express Service
