ATLANTIC CITY - Harrah's marketing strategy is coming out of the closet.
The world's largest casino company will begin courting gay and lesbian travelers in hopes of attracting new customers to a market decimated by the recession and competition from Pennsylvania slot parlors.
The push to establish Atlantic City as a "gay friendly" town not only underscores the need to expand the customer base, but also reflects a shift in the cultural landscape, said Jennifer Weissman, regional vice president of marketing for Harrah's Entertainment Inc.
"We believe our customer base comes from all cultures, all sexual orientations and all backgrounds. We really believe that our customers will embrace this," she said.
Harrah's has been catering to gay and lesbian travelers at its Las Vegas casinos for a few years, but will launch a similar campaign in the country's second-largest gambling market with an "Out in Atlantic City" weekend of partying Sept. 25-27. The event, expected to draw more than 1,000 people, will bring some of the best-known names in the gay and lesbian entertainment scene to the Harrah's casinos.
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