Selling the soft side of Mohegan Sun

Mohegan Sun’s latest ads entice New York subway riders with pictures of attractive young people and pithy advice about, for example, muting your cell phone and enjoying the hiss of heated stones instead. Missing from the ads are minor details, like what Mohegan Sun is and what it does. But no matter: It’s all there on the Web site, touting the “legendary gaming and entertainment destination” (aka casino) and its many amenities, such as fine dining, a spa, live entertainment and sporting events like Arena Football games and, everyone’s favorite, Ultimate Fighting Championships. It was probably wise for Kirshenbaum Bond + Partners to focus on the spa and the fine dining. As goofy as the “Duchess of Oysterland” line may be, it beats showing slack-jawed yokels pumping hundreds of dollars into slots or two homely Russians beating the crap out of each other.

—Posted by David Kiefaber

June 1, 2005 in Kiefaber | Permalink