The $960m MGM Springfield casino resort in the US state of Massachusetts has launched a high-energy brand campaign.
“This is a First” is a multi-media brand campaign offering a peek into the experiences and entertainment guests should expect when the doors open on August 24.
“With this campaign, we are marking the grand arrival of an unparalleled experience from dining and entertainment to nightlife and gaming,” said Michael Mathis, president of MGM Springfield.
“Each component is meant to capture the energy of the resort and showcase the ‘wow’ moments guests will encounter throughout the destination.”
Developed by McCann NY, “This is a First” showcases MGM Springfield in a vibrant, whimsical way. The fully integrated multi-platform campaign includes TV, print, digital, outdoor billboards and social channels and will run throughout the north-east region of the country.
