Mohegan Sun Pocono is one of the largest entertainment and gaming destinations in Pennsylvania. Its wide array of restaurants, shopping and entertainment venues make it a go-to getaway for many in the Wilkes-Barre, PA area. While their “Full of Life: Unlimited Possibilities” positioning was performing well, new competitors with similar messaging began to dilute its point of difference. To differentiate MSP, we decided to focus on locals and the reasons they loved to visit: excitement and community.
In addition to re-positioning MSP in the market, we developed and implemented a new branding system across all touch points, which centered around the “bokeh light” effect in the TV spot.