Mount Airy

THE BRIEF:
After a $400 million transformation into a luxury casino resort, the brand could not shake its “Beautiful Mount Airy Lodge” image. We needed to build awareness among local and regional visitors, increase hotel stays, and to drive Player’s Club memberships.

THE RESULT:
We helped the Mount Airy Casino Resort property shed their kitchy persona while leveraging the well-known imagery of the former mountain retreat. We developed an extensive, fully-integrated redesign of it's branding and communications. The line "It's Mountain Time" – combined with humor and wilderness mystique – set Mount Airy apart from the tired, old messages their competition in Atlantic City and Connecticut were sending. In a heavily contested tri-state gambling market, Mount Airy saw year-over-year increases in hotel visits, casino traffic and annual revenues.