Casino operator launches 'Mohegan Sun Massachusetts' brand

Mohegan Sun today unveiled a new name and brand for its Western Massachusetts casino project — “Mohegan Sun Massachusetts” — at a meeting with town officials and residents in Palmer today.

The marketing campaign will include an updated website, direct-mail newsletter and social media components as Mohegan competes to win the state’s Western Massachusetts casino license and build a $600 million resort on a 151-acre site off Route 32 in Palmer.

Three other firms have competing bids for the Western Massachusetts casino license — two for Springfield and one for West Springfield. In all, Massachusetts can approve up to three casino licenses and one slots parlor license across the state.

A new Mohegan Sun logo, which features a railroad track motif, is meant to reflect Palmer’s railroading history, said Mitchell Etess, CEO of the Mohegan Tribal Gaming Authority.

“Mohegan Sun Massachusetts represents what we expect our project will come to represent: the premier New England gaming brand — and one of the premier gaming brands worldwide — delivering for Massachusetts,” Etess said. “We will deliver jobs, revenue, economic growth and memorable experiences for visitors from all over the Northeast — and from every corner of the Commonwealth.”

Mohegan Sun also announced the launch of a new event series called “Working At and Working With Mohegan Sun: A Community Conversation,” which is designed to answer questions and provide information about employment and vendor relationships with Mohegan Sun.

Etess said Mohegan Sun Massachusetts is expected to create more than 2,000 in various fields, including hospitality, transportation, marketing and gaming operations.

The new brand launch follows Mohegan Sun’s announcement of a strategic partnership with Brigade Capital Management of New York last January. Through this agreement, Brigade will invest capital into the casino project, Etess said.

http://bostonherald.com/business/business_markets/2013/03/casino_operator_launches_mohegan_sun_massachusetts_brand