With the $960 million MGM Springfield casino in Massachusetts scheduled to open Aug. 24, the resort's agency, McCann NY, is offering a peek into the experiences and entertainment that guests should expect with the "This is a First" campaign.
The creative underscores how the "best of Las Vegas is coming to the heart of New England" by showing people such as boxers and culinary staff as well as trucks hauling people playing casino games, among others, down an empty highway.
“We are marking the grand arrival of an unparalleled experience from dining and entertainment to nightlife and gaming,” stated Michael Mathis, president, MGM Springfield. “Each component is meant to capture the energy of the resort and showcase the ‘wow’ moments guests will encounter throughout the destination.”
The fully integrated multi-platform campaign includes TV, print, digital, outdoor billboards, and social channels, and will run throughout the Northeast region of the country.
McCann handles all of the business for MGM Resorts International.