THE CHALLENGE for mohegan
Despite Mohegan Sun’s stellar reputation in the gaming industry, the brand behind it was relatively unknown on the world stage. Its owner, developer and manager, Mohegan, had an eye on global expansion and sought a partner to make their name synonymous with premier gaming and entertainment destinations.
our approach
We understood that the Mohegan brand was built on its flagship destination, but developed a strategy to boost the enterprise’s own reputation on a global scale. Deep discovery and analysis led to a positioning, voice and brand strategy that delivers on Mohegan’s unique philosophy. We render the strategy in communications for diverse audiences, from government and business partners to media and consumers.
THE RESULTS
Mohegan made history with the 2021 opening of Mohegan Casino Las Vegas, becoming the first tribal-owned casino in the highly competitive Las Vegas market. Another remarkable vision will become reality in late 2023, when the first-of-its-kind, $5 billion Inspire Entertainment Resort opens in South Korea. Our work has established a unified voice across all Mohegan properties, solidifying the brand, enhancing player loyalty and creating true differentiation in the highly competitive, international race for new gaming licenses.