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Revel adopting new branding, marketing strategy



ATLANTIC CITY, N.J. (AP) — Atlantic City’s newest casino now acknowledges it is a casino.

Revel, the $2.4 billion resort that lasted less than a year before filing for bankruptcy, is changing its name to Revel Casino-Hotel.

The name change is part of a new rebranding and marketing strategy the casino is adopting to try to increase its customer base and compete more effectively in the cutthroat northeast gambling market.

Since it opened in April 2012, Revel presented itself as a destination resort that just happened to have a casino, too.

But Revel’s new executives say they want to pay more attention to the gambling side of the business, improving the casino’s performance. It has ranked near the bottom of Atlantic City’s 12 casinos in terms of the amount of money won from gamblers.