New Year. 'New' Tropicana. New Campaign.

ATLANTIC CITY, N.J., Jan. 18 /PRNewswire/ -- The Tropicana Atlantic City Casino & Resort celebrated 2008 by launching a marketing campaign to generate public awareness and build enthusiasm for the dynamic renovations, whole new slot floor and commitment to customer service that have ushered the property into a new era of hospitality and gaming excitement.

Positioned on the theme "Experience the Difference," the campaign highlights the unique ambiance of old Havana that defines The Quarter and can now be experienced throughout the property, as well as extraordinary customer service. In doing so, it puts the Tropicana in a whole new light, and shows consumers a side of the Tropicana they've never seen before. "The campaign name says it all-experience the difference," said Mark Giannantonio, President and COO of the Tropicana Casino & Resort. "At the heart of recent changes lies our renewed commitment to service excellence and industry leadership. All the energy and excitement driving a commitment of this magnitude are captured in the look, feel and messages of our new campaign."

The new campaign is estimated to reach approximately 30 million people in select markets in Philadelphia, New Jersey and New York. True to the Tropicana's devotion to always staying on top of what most greatly resonates with their target consumers, the marketing campaign incorporates a balanced media mix integrating everything from traditional print to interactive. Currently it includes:

-- Outdoor: giving larger-than-life visuals of the new experience, drivers can almost feel the extraordinary comfort, energy and excitement that permeates Tropicana NOW -- Print: consumer and trade, touting renovated accommodations, all-star entertainment, sweepstakes, new incentive programs and more -- Direct mail: reaching previous customers who have yet to "experience the difference" -- Television: aired on major network affiliates, giving fabulous visuals of luxuriously renovated hotel rooms, Il Verde gourmet Italian Restaurant, Seaside Cafe and The Quarter, as well as a whole new slot floor -- "Team video": used for internal viewing and webcast -- Interactive: at www.tropicana.net offering a 360-degree virtual tour of hotel rooms, the casino floor, The Quarter and a variety of restaurants offering everything from fun-and-light to elegant dining experiences.

Creative execution features new dynamic photos of accommodations, gaming action, dining attractions and Tropicana staff, as well as verbal positioning built around "experiencing the difference" supported by messages driving home what's new and exciting at the Tropicana, "New restaurants, new games, new ways to win."

The Tropicana team component-which uses actual employees instead of models/actors in all but a few instances-is considered the pillar that upholds the campaign.

"Assuring the best experience for our customers starts with assuring the best experience for our entire team of employees," said Giannantonio. "From the executive chef, to security personnel to maintenance crews and housekeepers, we are 110% devoted to exceeding the expectations of each and every employee. This really shows in the campaign. The faces of the new Tropicana campaign are the faces of people who take pride in their work and in being part of the new Tropicana experience."

For additional information on the Atlantic City Tropicana, Home of The Quarter, visit the official website at www.Tropicana.net.