In the US, Atlantic City marketing officials have designed a "pop-up casino resort" to promote the city’s casinos.
The custom-made, two-storey structure has hit the road as a showpiece of the "Do AC" marketing campaign developed by the Atlantic City Alliance, a private marketing group funded by the casinos.
The mini-casino features separate rooms offering different types of "experiences" to give tourists a taste of the resort life. In one room, for instance, tourists are pampered with a five-minute massage not unlike what they would receive at a casino spa.
Another room has simulated gambling on a roulette wheel. Other rooms feature dining and entertainment attractions. "Each room is themed with all the amenities that you can find in our fabulous resorts," said Jeff Guaracino, chief strategy and communications officer for the Atlantic City Alliance.
The Alliance planned a series of "Live from AC" road shows last month in Philadelphia, Baltimore and New York. Liza Cartmell, president of the Alliance, said “something eye-catching was needed to generate a huge buzz and stand out from the clutter.
"We specifically made this decision because we think we can use it as an asset for a number of years. This is a very big and aggressive public relations push. We wanted to get out in a big way."
The interior of the structure includes TVs, furniture, a photo booth, a DJ booth, a roulette table and a piece of Atlantic City's world-famous Boardwalk. Guaracino called it a “multimedia wonder.”
