NEW YORK Independent Horizon Media has been awarded planning and buying duties for the Sands Casino Resort in Bethlehem, Pa., following a review.
In addition to handling traditional media chores, Horizon will advise the client on various marketing-related issues leading up to the venue's launch in May.
Estimated annual ad spending on the account is $5-10 million, per sources.
Horizon has previously handled several other casino assignments, including Foxwoods Resort in Connecticut. The shop also handles media for Seminole Gaming in Florida. Earlier it handled buying for Harrah's, but last year the client consolidated with Publicis' Zenith Media.
"We know the gaming industry well and understand what goes into launching a new casino and resort," said Elyse Pollock, svp, managing director of brand strategy at Horizon. "I'm confident that our media and consumer insights will garner optimal communication solutions for this exciting launch."
The Sands Casino Resort Bethlehem will open May 22 on the former site of the historic Bethlehem Steel plant. It will debut with 3,000 slot machines and a variety of dining and entertainment options, including a steakhouse from celebrity chef Emeril Lagasse. Also in the works: a 300-unit hotel, with the rooms modeled on the company's Palazzo Resort in Las Vegas.