Marketing Mohegan Sun as a tourist and business destination—rather than just a place to gamble—is a major goal for Mintz & Hoke as it redesigns the casino's Web site.
The new site, going live this summer, will highlight the Uncasville, Conn., casino's many attractions. Mohegan Sun's restaurants, retail shops, theaters and its new 1,200-room, 34-story hotel complex—intended to attract meetings and conventions as well as vacationers—will all be featured on the site.
"We're trying to bring Mohegan Sun's offline brand experience online, so the Web site matches up to the experience you have when you walk on to the property," said Bill Field, executive vice president and directorof account services at the agency.
M&H served as the casino's lead agency for five years, but lost that assignment to New York's Cliff Freeman and Partners in 2001. The Avon, Conn., shop currently handles public relations and advertising for special projects.Earlier this year, it created print ads promoting the casino's tour-bus business and its specialty shops.