Case Study»


Borgata for, Bobby Flay, Michael Minna, Luke Palladino, Susanna Foo & Wolfgang Puck


As part of a massive resort expansion, the Borgata, the East Coast’s premier resort and casino, partnered with a "who’s who" of celebrity chefs. To introduce this new, credible destination for foodies to the New York and Philadelphia markets, consumer media hype would have to be produced while most of the restaurants were still under construction.


Seven consecutive spreads appeared in NY Times Magazine that showcased each distinctive feeling of the fine dining offerings as very special experiences. Choosing not to show "typical food," a story-telling approach was used to say something greater about the experience in each of the restaurants as well as the umbrella Borgata entertainment brand.