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Mohegan Sun shifts from playful to aspirational in a new campaign that breaks on Saturday.
The push, which includes TV, print, outdoor, Web and radio ads and a new online "experience configurator," introduces the theme, "Time to shine." The faces in the ads—the first work from new lead creative shop People Ideas & Culture—reflect the casino's core target: thirtysomethings who crave memorable group experiences.
"The work really does elevate the tone quite a bit," says Domenico Vitale, founder of PI&C.
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