• April 10, 2011

Mount Airy Casino Resort is launching a $5.6 million multi-medium advertising campaign. The resort has recently undergone a half-billion dollar reinvention.

The campaign, which breaks April 11, includes TV, 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.

Creative focuses on the property's location in the Poconos Mountains. Themed "It's Mountain Time," animal and human guests interact to showcase the guest experience of a blue chip resort combined with the rustic feel of a mountain retreat. A special effects mixture of puppeteers and animatronics were used rather than live animals.

In one ad, a wolf shares the love of being a carnivore with a man's man who savors a porterhouse. In another ad, bears come out of hibernation and sadly leave the most comfortable of beds and owls empathize with party people as they return to their rooms in the early morning.

In the "nightlife" ad, a group of single, attractive people notice a couple of foxes at the Glass Bar. The "room service" ad illustrates a man opening the door of his suite to find the morning paper and his breakfast. Across the hall, a bear in a robe is doing the same thing.

Ads featuring resort spa and golf scenarios will break later in 2011.--Tanya Irwin