Gearing up for what promises to be a competitive summer, the Harrah’s casino and resort northeast of Escondido is now marketing itself as Funner, Calif.

The business also announced that TV and movie star David Hasselhoff is the mayor of Funner. Hasselhoff will appear in various advertising.

i.d.e.a. San Diego is the marketing firm behind the rebrand for Harrah’s Resort Southern California on the Rincon Indian Reservation.

The multimedia campaign will include paid online video/television, print, audio/radio, digital/mobile, social channels, billboards and roadside signs in the form of mile markers. TV spots are currently running in Los Angeles, Orange and Riverside counties.

Terms of the Harrah’s contract with i.d.e.a. were not disclosed. Darrell Pilant is senior vice president and general manager of Harrah’s Resort SoCal.

The moves come as Pechanga, in Riverside County near Temecula, expands its massive resort. Pechanga operates more than 4,000 slot machines — more than any San Diego County casino — and is building more hotel rooms. The addition is due to open in 2018.

San Diegans have plenty of venues looking for their gaming dollar, and this will be the first summer that the Jamul Indian Village will have its Hollywood Casino running. Both the Sycuan Band of the Kumeyaay Nation and the Viejas Band of Kumeyaay Indians are adding hotel rooms to their venues.