Is Caesars Atlantic City “Swinging” for a New Target Market?
filed in Case Study, Communications on Feb.15, 2010
Just a few months ago, on these very Loyalty Truth pages, I gave kudos to Caesars Atlantic City and its Total Rewards loyalty program.
During some trying times for the economy in general, and Atlantic City in particular, Caesars AC was making some smart moves to get its loyalty program members back to the casino.
Last week, Caesars AC got my attention again. But not in a good way. You see, they ran a rather bizarre full-page ad in the Sunday NYTimes magazine.
Let’s start with the image in the ad: a well-dressed 30-something guy has a pretty woman to his right. She has one hand on his shoulder and another wrapped tightly around his arm. It looks like they’re at a show. Okay so far, except our guy seems more interested in another woman to his left. He has his lips to her ear and her extended arm appears to be resting on his thigh.
Under the headline “The Life You Were Meant to Live“, the stilted copy reads:
Who is that in Section A, Row 1, Seat 5, having the time of your life? That’s Todd. Flanked by your fiery vixens. Paying no attention to your favorite band on stage. But give credit where it’s due. Todd is an escape artist. And when it’s time for a getaway, he get it’s right.
What!?!
Putting aside the confusing use of the possessive “your”, who are the fiery vixens with Todd? Am I supposed to pretend I’m Todd…on some kind of a three-way tryst? Is this what they mean by “he gets it right?” More importantly, did Caesars’ market research show the ménage a trois market to be a growing demographic?
Personally, I can only think of one word for the ad – Stupid.
Instead of creating a scenario that the largely upscale readership of the NYTimes magazine might be able to imagine themselves in, they’ve come up with a fictional character in a contrived situation that’s a non-starter for anyone not in the “swinger” category.
It of course begs the question, what were they thinking? The only thing I can come up with is that Caesars AC is trying to out Vegas-Vegas.
Sorry Caesars, as much as I like you and your loyalty program, you’re no Vegas. And there are better ways to spend your precious marketing dollars.
Tom Rapsas is a 20 year direct and loyalty marketing veteran and heads up Creative Services at Hanifin Loyalty. He can be reached on Twitter @tomrapsas
February 16th, 2010 on 6:03 am
I am 30 something and I actually like the ad. I think they are trying to attract a younger audience that is not afraid of a little “fun”.
February 16th, 2010 on 9:00 am
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February 16th, 2010 on 9:03 am
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February 16th, 2010 on 12:52 pm
See no problem with this. Perhaps a marketing campaign for cheaper buffet prices would be more in line, or perhaps get a cheap toaster or other ‘fabulous prize’ once a month…
February 16th, 2010 on 4:28 pm
I didn’t see the ad, but from your description, I’d say it’s no better or worse than any other showstopper, casino-luxe, “what happens here, stays quiet,” gambling trap. It’s a commercial, superficial, narcissistic endeavor, and it lends itself to multi-destructive, self-inflicted passivity. It sounds as if you’re all for this, but only if Vegas is the culprit. In my opinion, it isn’t healthy in any neighborhood, and contributes to an impoverished economy, founded upon the almighty dollar, and one which in our country, and with our negligible/negligent system of taxation with purely economic representation, equates to a “robbing from the rich & stealing from the poor” societal tailspin. I hope for decadence, where this currently exists in our markets; I wish for passion, as opposed to greed; attitude, rather than accomplishment. Your money’s no good, if it’s gone.
There’s nothing wrong with opulence, but that’s not what this ad portrays.
February 18th, 2010 on 10:59 am
No intent to be the moral police on my part, if you’re into threesomes, go for it! i just wonder if for as many people who are attracted to Ceasars AC because of the ad, there aren’t a greater number who are turned off. A lot of my thinking has to do with where the ad ran, the Sunday NYTimes magazine. I can see the ad potentially working in Maxim and other “lad” magazines–got to think it’s not working too well for the 50% of Times’ readers who are female.
February 21st, 2010 on 11:15 pm
Thank you for all the great posts from last year! I look forward to reading your blog, because they are always full of information that I can put to use. Thank you again, and God bless you in 2010.
December 30th, 2010 on 2:43 pm
[...] Is Ceasars Atlantic City "Swinging" for a New Target Market …Last week, Ceasars AC got my attention again. But not in a good way. You see, they ran a rather bizarre full-page ad in the Sunday NYTimes … [...]