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Al said wait a minute. That's the classic mistake in product line extensions. Harrah already has a certain number of loyal customers and now you would divide that number by two. Half of the customers belong to Harrah's Marina and the other half belong to Harrah's Boardwalk.
Furthermore, Harrah's Marina's marketing strategy is titled "Another Atlantic City," further emphasizing the differences between the two locations.
Perhaps customers at Marina are more easy-going and sophisticated than customers at Boardwalk. (A humorous but unused ad headline is: "At Harrah's Marina, the animals are in the show, not the audience.")
After much debate, both sides agreed on the name Trump Plaza. The "Downtown of Atlantic City" marketing strategy takes advantage of Trump Plaza's location at the heart of the Boardwalk and Donald Trump's reputation for creating the biggest and best things.
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