NEW YORK Mohegan Sun this week launched the print and outdoor component of a branding campaign by kirshenbaum bond + partners that aims to show the gambling destination's breadth of services.
In addition to 300,000 square feet of gaming space, Mohegan Sun has more than 60 restaurants, retail shops, three performance venues, a nightlife complex and spa.
The New York agency's four print ads parallel the TV campaign, which broke in January, by showing people enjoying different parts of the resort in Uncasville, Conn. In one ad, a woman lays on a spa table beneath copy that reads, "Tonight, I'm switching my phone to vibrate and answering only to the noble touch of heated stones."
In another ad, a woman overloaded with shopping bags stands under the copy, "Attention shoppers. Tonight I am a locked and loaded shopping machine with no off switch."
The ads carry the tagline, "A world at play."
Ads are appearing in the April issues of Boston and New York magazines and New England Travel & Life, among other periodicals.
Billboard ads launch April 1 on major interstate highways in Connecticut, Massachusetts and New York.