Revel Now Renamed The Revel Casino HotelJune 20, 2013 2:34 pm
The Revel Atlantic City, more often referred to as Revel, is now changing its name to ‘Revel Casino Hotel’ as part of a new aggressive marketing strategy focused on attracting more gamblers to the venue. Commenting on the name change, marketing company Randall Fine, explained: “If you want gamblers to feel wanted, then you need to let them know you’re a casino.”
That sentiment was also echoed by Revel’s interim CEO Jeffrey Hartmann, who said: “Revel has been a fun place since Day One, but that story hasn’t been told. It’s all about the entertainment and the fun experience. We’re trying to focus on that, because that didn’t get communicated.”
The $2.4 billion resort opened on April 2, 2012, but soon ran into financial trouble, eventually being forced to enter a prepackaged Chapter 11 bankruptcy in order to reduce its massive debts. Analysts reviewing Revel’s dramatic fall now believe the business’s attempt to seperate itself from Atlantic City’s other casinos by advertising itself as a luxurious, mega resort probably backfired.
Missed opportunities for Revel apparently include not using glitzy neon signage on the outside of the property to attract visitors from far and wide, unlike its other Atlantic City casino rivals. The venue is already in the process of adding new signs to welcome gamblers, as well as introducing various gambling promotions, another first for Revel. Complimenting its new strategy, Revel Casino Hotel said it will also be introducing a comprehensive television advertising campaign which, it is hoped, will help give the resort a major boost on its second time around.
“It will be such a dynamic promotion, you’re going to be blown away. We’re focusing on the core Northeast gambler, and we’re trying to ask that customer for a second chance,” stated CEO Jeffrey Hartmann.