Golden Nugget Remains With Brown & Partners

LOS ANGELES Brown & Partners has retained the Golden Nugget hotel and casino properties following a change in ownership at the client, the agency said.

The Las Vegas-based independent has handled the account since January 2001. The shop said it was selected after Golden Nugget officials met with several undisclosed agencies.

B&P will handle advertising and public relations. Billings could not be determined. The Golden Nugget spent $400,000 on ads in 2003, according to Nielsen Monitor-Plus.

Previously owned by MGM Mirage, the Golden Nugget was acquired in January by Tim Poster and Tom Breitling, who want to evolve the Las Vegas and Laughlin, Nev., properties from a corporate culture to one that echoes the former days of individual casino ownership and personalized service.

B&P is charged with building on Golden Nugget’s established brand while leveraging publicity opportunities presented by the Fox television network reality series The Casino, which centers around Poster and Breitling.

The shop will create local and national advertising, including print, outdoor, direct mail, radio, Internet and possibly television.

Previously, B&P handled direct marketing using Golden Nugget casino databases, as well as in-market outdoor executions and print ads in local tourist and meeting and convention trade publications.

B&P also works with clients like Bellagio, Treasure Island, University of Nevada Las Vegas, State of Nevada’s Nuclear Projects Agency and Las Vegas Monorail.