Caesars Entertainment is taking a different approach to letting people know Atlantic City is back in action after Hurricane Sandy by theming every one of its billboards in the state with positive messages that don’t promote the casinos, but promote positive messages.
More than a dozen billboards offer post-Sandy-related messages such as “Jersey Strong,” “We Will Rebuild, Together,” “Recovering — Together,” “Reclaiming — Together,” “We Thank Our Community Heroes Who Put Their Lives On The Line” and “Rebuilding Our Future.”
Don Marrandino, Eastern Division President of Caesars Entertainment properties such as Bally’s Atlantic City, Caesars Atlantic City, Showboat Casino-Hotel and Harrah’s Resort, says the idea to offer hopeful messages to promote the city seemed like the right thing to do.
“We were thinking about a community pride message, and I didn’t think going out with the usual casino message was the appropriate thing to do,” Marrandino says. “This is something people can get behind. Our initial comment the day after the storm was, ‘Nice try Sandy, we survived!’ And we wanted to take that approach and build together and get that Jersey attitude out there.”
Caesars also took 140 people that the company is housing to the Philadelphia 76ers game Monday night.
“A lot of people are hurting,” Marrandino says. “I had a chance to see how good people are with the things they are doing for the victims, raising hundreds of thousands of dollars. The Sixers game was a good indication of people getting together. The bus companies donated the buses and the Sixers donated tickets, plus gave them some swag. These people are going through a horrible time, but for one night they had a terrific time.”
Caesars Entertainment also donated $150,000 to the Red Cross of Atlantic County, plus offered other kitchen and needed supplies for the relief effort. Also, a portion of Caesars Entertainment’s sponsored fight Saturday night at Boardwalk Hall between Adrien Broner and Antonio DeMarco will be donated to Boys & Girls Club of Atlantic City, which suffered damage from the hurricane. And Broner and Seth Mitchell, who is also fighting Saturday night, were scheduled to visit the club Wednesday to lend their services to the post-Sandy cleanup.
Other casinos are helping, too. The Tropicana Casino and Resort and its employees are donating items for fellow employees, and others are organizing benefits.
“We wanted the billboards to tell people that we are open and OK, but we wanted to do it in a humanistic way,” Marrandino says. “We thought of it as a rallying cry. Instead of, ‘Here’s a $19.99 buffet’ right now, we think they are messages that you walk by and feel good about and hopefully make you want to work together.”