PRESS RELEASE
April 11, 2011
The Halo Group, a New York based branding and marketing communications agency,
launches today a multi-million dollar rebranding advertising campaign "It's
Mountain Time" for legendary Pocono escape Mount Airy Casino Resort, redefining
the picturesque mountain retreat. Bringing the spirit of the brand to life, the
new creative campaign features a surprise, humans interacting with local animals
sharing the mountain getaway experience.
"In a category that is defined by 'Jackpot Smiles', Halo has created this
campaign using local denizens to represent the wooded outdoor surroundings and
bring its differential location to life," said Mark Sutter, Chief Marketing
Officer, The Halo Group. "The new campaign we created for Mount Airy allows the
mountain retreat to find its own attitude and personality. 'It's Mountain Time'
is encouraging guests to get out there and have some fun!"
With the shift in brand messaging from Mount Airy's pre-existing image, the new
campaign features charming, local animals all intended to bring a smile to the
viewer. To accomplish the animals incorporated in the ads, a special effects
mixture of puppeteers and animatronics were used rather than real live animals.
The photography highlights the smart design of the resort and heightened energy
of the casino and nightlife.
The series of ads feature a couple of foxes enjoying the casino nightlife and a
black bear awaking from his hotel hibernation. In one television spot, a man at
the roulette table is unsure if he should let his bet ride, until he notices a
squirrel going all in with his pile of acorns.
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