Mohegan Sun Unveils “Time to Shine” Campaign

New integrated communications campaign engages guests with customized videos and itineraries while highlighting a million moments to be captured at Mohegan Sun
UNCASVILLE, CT  – Mohegan Sun, the premier entertainment and gaming destination on the East Coast, has launched a new integrated marketing communications campaign. One of the first of its kind in trending practices, as well as the first for the casino industry, the campaign called ‘Time to Shine’ captures and highlights the millions of special moments that are created at Mohegan Sun each day. The campaign, created by People, Ideas & Culture (PI&C) of New York, is uniquely engaging and personalized. In addition to a completely new multi-media advertising campaign, ‘Time to Shine’ also features a revolutionary, customized digital “experience concierge” called the Shine Maker.
“Our new ‘Time to Shine’ campaign perfectly captures the feeling of being at Mohegan Sun,” said Mitchell Etess, Chief Executive Officer for the Mohegan Tribal Gaming Authority. “An experience on property is only limited by your own imagination and there are literally millions of ways to find your own moment to shine here.”
At the center of the campaign is the Shine Maker, a digital tool to help customize, create and preview your very own Mohegan Sun moment. More than a trip planner or an app, Shine Maker personalizes the Mohegan Sun moment based on guest preferences accounting for your energy level, the occasion, chosen activities, and even their friends who may join them. The :60 to :90 second personalized video is created by answering just a few simple questions; based on the answers, Shine Maker creates a customized video which can be shared online with friends and through various social media pages including Facebook and Twitter. Guests can also download and print customized recommendations for their visit to Mohegan Sun.
“This integrated marketing campaign was built with one objective in mind: giving Mohegan Sun the credit it deserves as the most aspirational casino and entertainment destination in the Northeast,” said Domenico Vitale, Chief Idea Architect for PI&C. “The campaign platform ‘Time to Shine’ captures what Mohegan Sun has been providing to its guests for years: Mohegan Sun makes anyone who walks through its doors feel special and experience special moments; millions of special moments for millions of people every year.”
The new commercials, which show off the unique beauty and feeling of the property itself also demonstrate examples of special moments that can happen to guests while visiting Mohegan Sun.  The spots began running on May 14th during the Yankees vs. Red Sox game airing in spot markets including New York, Massachusetts, Rhode Island and Connecticut on local stations and cable. You can also see the new commercials on YouTube at and  Experiential on-line digital advertising as well as traditional magazine, radio and billboard campaign ads launch simultaneously within similar markets, however New Yorkers and Bostonians will be treated to a little something extra experiencing massive transit station dominations by Mohegan Sun at both Bryant Park Station and Columbus Circle Station in New York starting May 16th and in Boston’s South Station June 1st.
About PI&C
People Ideas & Culture is a solutions company that operates free from the limitations of specific disciplines, individual media channels and debilitating overheads. Solutions span across disciplines, including but not limited to, advertising, digital, social media, design, pro-social and product innovation. PI&C is built to be agile and flexible enough to put together exactly the right team, for the right type of solution, whatever the problem. Nothing more. Nothing less. Located in SoHo, run by Domenico Vitale, clients have included Mohegan Sun, Ruby Tuesday, Morgans Hotel Group, Equinox, VeeV, FIFA, (Red), CODA Automotive and Samsung, among others.
About Mohegan Sun
Mohegan Sun, owned by the Mohegan Tribe, is one of the largest, most distinctive and spectacular entertainment, gaming, dining, shopping and convention destinations in the United States.  Situated on 240 acres along the Thames River in scenic southeastern Connecticut, Mohegan Sun is within easy access of New York, Boston, Hartford and Providence and located 15 minutes from the museums, antique shops and waterfront of Mystic Country. More information is available by calling 1.888.226.7711 or visiting  Connect with us on, follow us on and view us on