"Attack advertising is always in vogue, but going after competitors in a hard-nosed way happens more often in hard times. Now, rival casinos in Connecticut are teaming up for the first time to steer potential customers to their state from the casinos of Atlantic City, N.J.
The joint campaign is in the form of billboards appearing in locations in Northern New Jersey. They use pointed language to urge gamblers to try Foxwoods and Mohegan Sun in Mystic County, Conn., rather than the casinos of the Garden State.
“Escape the Jersey snore,” one billboard declares. “Two worlds beat one City,” another billboard asserts. “Way beyond the boredwalk,” a third billboard proclaims.
All the signs include the address of a Web site (playCTcasinos.com) and the invitation that “Foxwoods and Mohegan Sun are waiting.”"
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Media Decoder: Two Casinos Gamble on a Joint Campaign
(The New York Times 7/9)