By Sarah Jones
BOSTON–While Mintz & Hoke executives were busy last week pulling in new business, the creative staff was producing the first broadcast work for Mohegan Sun Casino.
The Avon, Conn., agency has added creative and media duties for Omniglow, a manufacturer and marketer of chemical light products. Mintz & Hoke has also picked up a creative assignment from Independent Health, a managed care company in Buffalo, N.Y.
The two accounts have combined annual billings of $3 million, according to agency official Fran Onofrio.
Omniglow, based in Springfield, Mass., provides products to retailers, amusement parks, defense contractors, commercial fishing fleets and other diverse markets. The agency will create package design and a print campaign for Omniglow, Onofrio said.
Mintz & Hoke will develop an integrated image campaign for Independent Health’s Metro-Hudson region, which includes Long Island and Westchester County, N.Y., in addition to New York City.
Work will include print and radio advertising, direct marketing and public relations.
Separately, Mintz & Hoke is now breaking its first broadcast work for Mohegan Sun.
Two 30-second spots showcase the glitz and glamour of gaming and the casino’s friendly staff. Shots of the casino’s artful Native American-themed interior are also featured.
One spot shows guests dining, gambling and dancing while traditional music plays in the background. ‘You’ll find it easy to get here, but very hard to leave,’ a chauffeur promises. ‘We keep the lines short and the action nonstop,’ a dealer adds with a smile. ‘It’s the Mohegan Sun way.’
According to creative director Dik Haddad, the two-pronged strategy focuses on highlighting the ambiance and the pleasant staff. The spots broke earlier this month.
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