Pocono Mountain Retreat Redefined

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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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