Ocean_Logo_RC

Client

  • Ocean Resort Casino

Agency

  • SK+G

Director

  • Mark Celentano

Production

  • Compulsive Pictures

Photographer

  • Stewart Cohen

Capabilities

  • Concept Development
  • Campaign Execution
  • Art Direction
  • Copywriting
  • Design
  • Production

Have A Ball

We headed up the creative initiatives for the national launch of Ocean Resort Casino, the newest hotel in Atlantic City. Inspiration came from our arrival into "America's Playground." As the city’s tallest structure, the $400 million resort can be seen from miles away – specifically, the playful ball on top. Giving meaning to this ubiquitous symbol, we created the ownable campaign line, Have A Ball. It became the resort’s rallying cry, signaling the opening of a fun, welcoming place for everyone to play.

instagram35K followers

twitter5K followers

facebook50K followers

The TV spot features a beach ball takeover, bringing the spirit of the resort to its most popular markets, New York and Philadelphia. The fresh, feel-good concept is all about having fun and enticing everyone to join the party.

Stills from the TV spot

TV Still of guitarist
TV Still of woman on subway
TV Still of subway riders
TV Still of Wall Street
TV Still of Brooklyn Bridge
TV Still of Atlantic City elephant

An upbeat, inclusive brand positioning was key in combating the resort’s previous incarnation as Revel, which took an elitist approach and failed soon after opening.

Seagull on beach ball
Seagull ad in magazine
Blonde woman beach ball outtake
Beach ball ad
Roulette ball ad
Brunette woman beach ball outtake

Featuring beach balls, roulette balls and disco balls, the print campaign conveys Ocean Resort Casino as the ultimate getaway for non-stop entertainment from dusk to dawn.

Man beach ball outtake
Disco ball ad
Website on multiple devices
Seagull on beach ball instagram
Group with beach balls

The resort took our recommendation of changing out the ball’s LED screen seasonally to stay current and generate buzz. To this day, it's continually updated for holidays and special occasions and promoted through all social channels for maximum engagement.

Memorial Day instagram post
Pride Month instagram post

Results

Ocean Resort Casino has quickly become a fan favorite destination among loyal gaming customers with the iconic ball remaining at the forefront of all communications. It’s ranked in the Top 10 luxury hotels in Atlantic City by U.S. News & World Report and most recently, it was voted Best Casino in the Best of the Press Awards. The Ocean's revenue has steadily increased over the years including several consecutive months of double-digit growth.

Taxi top ad

EVERGIB was immensely professional and helpful during my first several weeks at SK+G. As I adjusted to new environs, they guided me through a concept they'd previously sold to a major new client as it went into production, ensuring that the transition would be seamless. Their highly organized approach made it much easier for me to understand the large scope of work while on a very aggressive timeline.

 

— Lou Flores, Former VP/Creative Director, SK+G

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