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Ad Agency Selected to Revamp Treasure Island Image

13 June 2003

LAS VEGAS – MGM Mirage has selected Brown & Partners Advertising, Public Relations and Public Affairs to re-brand the company's Treasure Island resort.

Brown & Partners is crafting a print and broadcast campaign to "reflect the change in atmosphere" at Treasure Island and "appeal to an unquestionably adult demographic," Creative Director Rob Catalano said.

The print ads will appear this month in In Style, People, Playboy and Maxim as well as publications across Southern California, San Francisco and Phoenix.

In April MGM Mirage announced it would replace Treasure Island's famed pirate battle with a sexier performance featuring women. The resort's pirate-theme sign also will come down and the property will be renamed "TI" to further distance the resort from its Disneyland-like atmosphere.

The changes are part of a years-long transformation to a more adult look. People who haven't been to the resort think it's a place for families rather than an adult hangout, executives say.

The print ads will feature amber-hued photos with guests enjoying themselves, the agency said. TV spots will follow different characters from the gaming tables to a bar and restaurant.

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