Vive la difference; Early ‘Net bets from Jersey; 99 years or bust

Since before its opening, The Cosmopolitan of Las Vegas has marketed itself to “the curious class,” and you’ll certainly be intrigued — and perhaps a bit befuddled — by its newest ad, which seems to be promoting a new brand of champagne. (Actually, it’s a speakeasy.) That isn’t meant as a knock on the try-anything marketing strategies attempted by The Cosmo. God knows it’s difficult to differentiate oneself in Sin City. The casino, writes Chris Sieroty of the Las Vegas Review-Journal, is “introducing carve-out ads in Esquire and Vanity Fair as well as offering mints and coupons on United flights and running ads in movie theaters.”

That cryptic vibe is very deliberate and while some in my age group (like me) won’t groove to it, the success of The Cosmo as a nightlife destination argues powerfully for its eccentric methods. That exclusive deal with United Airlines combines “a captive audience” of passengers with Cosmopolitan tchotchkes that will hopefully incentivize even non-guests to check the place out. Under the fancy wrapping, the enticements aren’t that exotic: a “twofer” to Wicked Spoon buffet, $25 in free slot play, a two-for-three coupon on a hotel stay. It’s the way that The Cosmo is delivering the message that differentiates it.

Internet gambling grosses are out for the State of New Jersey and, from the inception of “soft play” on Nov. 21 through the end of 2013, $8.4 million dollars were grossed (taxed at 17.5%). As expected, terrestrial casino revenues came in at $2.9 billion, down 6% from 2012.

There’s taking the long view and then there’s demanding a 99-year lease from the Victoria government in return for going along with new tax increases. Considering that almost none of us will be around in 2092, you have to admire James Packer for his moxie on this one.