|Why Revel Failed
By: Len Kornblau
Revel Casino in Atlantic City, the $2 billion-plus white elephant that was supposed to bring more gamblers back to the shore, has declared bankruptcy and is likely to close this summer.
Was it a bad idea to invest so much money in a casino/hotel in an area that has been losing casino business to neighboring states for years?
Maybe. Maybe not.
But as Mad Men/Mad Women, our job is to build the brand. And the ones they hired, didn't.
That's what happens when you hire "industry vets" and not brand builders or traffic builders. Revel never connected with folks in Atlantic City.
Or Philadelphia. Or New York. Or Baltimore. Or Washington.
These are the markets that feed the casinos in NJ, PA, MD, DE, NY, CT, and WV.
There were no sustained efforts. There was no guerilla marketing. There were high room prices and lame attempts to justify them, but no focused advertising plan.
They needed someone who could put butts in seats. Instead, they went looking for big fish and ended up in an empty pond.
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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