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Resort Positioned as Having It All

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NEW YORK -- Who needs the pyramids, high art, or romantic locales?

A new TV, print, radio and outdoor effort, the first work for Mohegan Sun from Cliff Freeman and Partners in New York, emphasizes the attractions of the recently expanded resort in Uncasville, Conn. The work breaks today.

In one spot, an Egyptian tour guide describes the wonders of the pyramids only to be interrupted by tourists' questions such as, "Are there any gourmet restaurants?" "Does it have a seven-story indoor waterfall?" and "Slot machines?" When he replies, "No," they walk away, uninterested.

"We're talking to casinogoers who are basically entertainment seekers," said Arthur Bijur, president, executive creative director at Cliff Freeman. "So it made perfect sense to put Mohegan Sun on a higher pedestal than the pyramids."

In another spot, a man takes his younger paramour to Venice. During a gondola ride, he asks, "Happy?" But she wonders why the Italian city doesn't have a mountain made of crystal, which, incidentally, can be found at Mohegan Sun.

A third spot shows a woman weeping before what appears to be a Rodin sculpture. "You like it?" a male tourist asks her. "No -- I came here to see something amazing," she blubbers. "Where's the world's largest planetarium? The 300-seat cabaret? Where are all the craps tables?"

The work is tagged, "There's nothing else like it."

Cliff Freeman won the estimated $15 million creative and media planning business in April following a review. Carat in New York handles buying.

The campaign will run on spot network and cable TV, local radio stations and in Northeast newspapers and editions of magazines such as People, Sports Illustrated and Golf Digest.

Print ads show consumers in emotional situations. One carries the headline, "Watching his daughter say 'I do' at the altar? Nope. Just saw our 6,300 slot machines."

The client's $1 billion expansion is due to be completed by April 2002 with the opening of a 1,200-room hotel.