Mohegan Sun cashes in on 15th anniversary to broaden its appeal

Mohegan Sun wants to be known as a destination for great entertainment and VIP experiences.

Client: Mohegan Sun (Uncasville, CT)
PR agency: Regan Communications Group (Boston, New York City, and Providence, RI offices)
Campaign: Mohegan Sun's 15th Anniversary
Duration: June-December 2011
Budget: $60,000

Mohegan Sun wants to be known as a destination for great entertainment and VIP experiences.

Strategy
Regan Communications Group, 10-year AOR, worked with Mohegan Sun's internal marketing team, Creative Event Solutions, and PR firm B|W|R to plan a star-studded weekend in October for the 15th anniversary of Mohegan Sun's flagship Connecticut property.

Tactics
The weekend included appearances by Nick Lachey, Vanessa Minnillo, the cast of Jersey Shore, a Jennifer Lopez concert, and a tribute dinner for Regis Philbin.

"There was a great tie be-tween advertising, PR, and social media," explains Lisa Doucet-Albert, SVP of Regan.

To target local markets New York and Boston, Regan partnered with @CosmoRadio, @amNY, @BostonTweet, and @ImproperBostonian for ticket giveaways. The firm also launched an RMT in which Mohegan Tribal Gaming Authority CEO Mitchell Etess promoted the celebration.

Throughout the event, Regan gathered celebrity photos, footage, and news to pitch national and local media.

Results
During September and October, Regan scored 190,403,355 impressions in national media outlets including AP, Bloom-berg News, and People, as well as local media including The Boston Globe and New York Post.

Mohegan Sun saw an uptick in Twitter followers in the weeks leading up to the event, while #MS15 became a trending topic on Twitter.

The anniversary's microsite was visited more than 111,000 times, while the @mohegansun handle gained nearly 1,000 new followers over the weekend, compared to an average gain of 80 per week.

Mohegan Sun also sold out its concert with Lopez and experienced "one of our top five weekends" in gaming, according to George Galinsky, VP of marketing communications.

Future
"We're planning additional large-scale events," reports Galinsky.

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