|A detail from Mohegan Sun's print ad insert|
Resort executives feel the diversity of offerings available at the Uncasville, Conn., establishment are well known by those who live nearby, but potential customers in New York (only 130 miles to the south) and Boston (106 miles to the north) may only see the destination as a casino or concert venue. Thus was born the idea of a board game that showcases the full scope of activities offered within the resort.
'A visual idea'
Players of the game can wend their way up three paths, stopping at resort shops, venues and dining experiences along the way. All roads lead to the hotel, and there are pit stops for spinner versions of slots, roulette and a horse race.
"We wanted to give people a visual idea of all there is at Mohegan Sun," said Steve Doppelt, creative director, Kirshenbaum Bond & Partners, which handles the advertising account.
"It's not like we are Starbucks and can go into the middle of the street and have people experience our coffee," said George Galinsky, VP-advertising and PR, Mohegan Sun. "But it is a fun way to visualize it all and maybe experience a little fun before you even head to the property."
Throughout the game, players stop on spaces branded by tenant shops and restaurants such as Brookstone, Coach and Michael Jordan's Steakhouse. Mr. Galinsky said all tenants were offered the chance to appear in the game.
Mohegan Sun is also using the opportunity to point out its golf, meeting rooms, night club and concert venues, as well as its Player's Club point program.
Kirshenbaum Bond's creative team used the backside of the fold-out game to promote Mohegan Sun's Project Horizon, a $740 million expansion that includes a luxury hotel, a House of Blues restaurant, another casino and even more shopping and dining opportunities.
The game is another piece in the resort's "A World at Play" campaign that launched in January 2005 and includes ambient bar marketing such as talking mirrors, branded pint glasses and coasters with Mohegan Sun-inspired pickup lines followed by the tagline: "Some pickup lines work better at Mohegan Sun."