Aces Back-to-Back for Casino Launch

Here's a tough sell: Position an upscale property as the new face of a neighborhood widely perceived as run-down and perhaps even less than savory. That's what PR firm M Booth
& Associates Inc. set out to do with the launch of the Borgata Hotel Casino & Spa in the summer of 2003. The neighborhood is Atlantic City, NJ, which even supporters admit
had a flagging reputation at that time.