The challenge for Mohegan Sun
Our relationship with Mohegan Sun started over two decades ago, when both the property and the brand were built from the ground up. In the years since, Mohegan Sun has faced new competitors and their own rapid expansion, and they’ve looked to Overabove to ensure play and player loyalty continue to grow.
OUR approach
All our work celebrates the history of the Mohegan Tribe and is built for future growth. While developing the Mohegan Sun brand, we set up a process that makes producing high volumes of direct mail and other media exceptionally efficient. We also worked with Mohegan Sun’s internal marketing team to launch their industry-leading loyalty program, boosting play to unprecedented levels.
How We’ve Contributed to Mohegan sun’s Success:
Naming and Brand Identity
Setting the stage for all creative to follow, members of our team developed the casino’s overarching brand. We’ve since created complementary brands for food and beverage outlets, signature events and annual festivals.
Momentum Player Loyalty Program
To overtake aggressive new competitors, we worked with the Mohegan Sun team to create the groundbreaking Momentum loyalty program. With more levels and more rewards, we put players in control and reinvigorated their connection to the Mohegan brand.
Direct Mail
From monthly frequencies to high-end invitations, targeted mailers increase visitation, drive play and foster loyalty.
On-Property Experience
Hotel welcome cards, promotional kiosks and wayfinding signage reinforce Mohegan Sun’s standing as a legendary entertainment destination.
The results
Each of our marketing efforts is designed to build brand and boost play – and we’ve seen the results across every dimension of measurement. Highly segmented direct mail communications are associated with nearly 80% of gaming revenue, while targeted emails boast open rates of more than 50%, and click-through rates over 30%.