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Mohegan Sun Ad Campaign Launched

14 January 2005

CONNECTICUT – As reported by the Boston Herald: "A $25 million Mohegan Sun ad campaign launched this week aims to convince consumers that there's a world of entertainment surrounding its two casinos.

"Gambling is still the chief revenue driver for the Uncasville, Conn., operation. But Chief Executive Mitchell Etess said Mohegan is fundamentally in the entertainment business.

"Despite a $1 billion expansion completed in 2002, Mohegan's research shows most people are unaware of the breadth of activities. Its latest positioning is as an escape from life's daily routines where visitors can let loose.

"… In a novel approach, actors look into the camera and reveal their thought process as they take part in different activities at Mohegan Sun.

"…TV and radio ads will run in New York, Boston, Rhode Island and Connecticut. Print and outdoor ads will follow."

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