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Mohegan Sun: Casino Launch

Here Comes The Sun

Situation

The Mohegan Native American tribe was recognized by the Bureau of Indian Affairs and approved to build a casino in southeastern Connecticut.

Insight

Mohegan Sun had to overcome its little-known location in Uncasville, Conn. and its well-known competitor, Foxwood’s, just 30 miles away. We saw an opportunity to appeal to a public thirsting for alternatives to Atlantic City casinos and the need for new jobs in the state.

Solution

Promote the millions of dollars and thousands of jobs Mohegan Sun would bring to Connecticut and establish it as the most upscale and multidimensional casino in the Northeast. We blitzed regional, national and international media with carefully tailored angles spotlighting not just gaming, but restaurants, shops, entertainment, sports events, and the design and architecture of Mohegan Sun. We also brought many important promotional relationships to the property, from movie premieres to bestselling authors.

Results

Mohegan Sun was a remarkable success story, overtaking its chief competitor in gaming revenues and ultimately becoming the country’s most successful casino. It remained a media darling through its many phases of expansion. The agency’s greatest coup, at the opening of Mohegan Sun’s new hotel, was convincing then-President Clinton who attended the event, to pick up a saxophone and join the Blues Brothers on stage. A photo of that moment ran in thousands of media worldwide.

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