Riney Secures Bellagio

Mirage Resorts has awarded an estimated $20-30 million in additional business to longtime agency Hal Riney & Partners here. The shop picked up advertising and some media duties for the Bellagio resort in Las Vegas, a $1.4 billion, Italian-themed luxury casino/hotel scheduled to open Oct. 15.
“They are already working on [the Bellagio],” said John Schadler, vice president of advertising for Mirage Resorts, Las Vegas. Schadler would not comment on exact billings for Riney’s new assignment, but did say the Bellagio launch will be backed by “significant spending.”
Riney has handled advertising for Mirage Resorts’ namesake hotel in Las Vegas for several years. That account is estimated to be worth about $20 million, and the agency’s duties include broadcast and print creative work, as well as extensive collateral efforts. Mirage Resorts will expect similar work for Bellagio, according to David Verklin, Riney’s executive vice president and managing director.
“There’s just an enormous amount of work that goes on for this type of client that people don’t always know about,” Verklin said. “We do advertising, but we also design things like napkins and matchbook covers … you name it.”
Sources said Riney is also poised to take over advertising duties for Mirage Resorts’ Beau Rivage casino/ resort, currently under construction in Biloxi, Miss.
Mirage Resorts is also planning three new casinos in Atlantic City, and sources said Riney will likely handle advertising for at least one of those properties.