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Ad Firm Lands Hard Rock Contract

26 April 2004

Las Vegas Sun

LAS VEGAS -- A New York advertising agency has won an account with the Hard Rock hotel-casino in Las Vegas for a non-traditional marketing campaign that could cost as much as $10 million.

DiMassimo Brand Adverting competed with more than 40 other advertising agencies for the account, Phil Shalala, vice president of marketing at the Hard Rock, said.

He said the campaign will include non-traditional marketing strategies such as guerilla advertising through the Internet and other non-traditional outlets.

"Non-traditional basically means we're not going to do your typical billboards. Our market hates to be advertised to. Once you stick something in their face they're not going to see it," Shalala said. He said the hotel's target audience is between the ages of 21 and 40.

He said that previously the Hard Rock has used various local marketing firms to perform the hotel's marketing and public relations efforts, and that the hotel will continue to do that on other projects.

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