Wynn’s $2.6B Encore Boston Harbor launches ad campaign

The resort at night
The Encore Boston Harbor includes 671 guestrooms, a 210,000-square-foot casino, 15 dining and lounge venues and 50,000 square feet of indoor and outdoor event space. Photo credit: Encore Boston Harbor

Now that Wynn Resorts’ $2.6 billion Encore Boston Harbor has opened, the resort has introduced a guest-luring ad campaign to get the word out as it ramps up. 

Launching later this month, the “A World Above” campaign is anchored by a 90-second video set to “Nothing but the Best” by Frank Sinatra and features basketball icons Magic Johnson and Larry Bird and dance-music duo The Chainsmokers.

Television ads will air in Boston and surrounding markets in Massachusetts, New York, Connecticut, Rhode Island and New Jersey, bolstered by radio, newspaper and outdoor advertising in the same markets, as well as digital and print ads. West Coast execution of the campaign begins this month.

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Wynn developed the campaign in collaboration with creative agency The&Partnership. m/SIX and AKQA are handling media buying. Corner Shop produced its video elements with direction by Ivan Grbovic and visual effects by Framestore.

Related Story: $2.6B Encore Boston Harbor to open June 23

The 671-key Encore Boston Harbor opened June 23. Its 210,000-square-foot casino features more than 3,000 slot machines, 143 table games, a casino bar and an 88-table Poker Room. The property also includes 15 dining and lounge venues, 50,00 square feet of indoor and outdoor event space, a spa and a 6-acre park space.

News broke in late May that Wynn Resorts was weeks into talks with MGM Resorts regarding a possible sale of the Encore Boston Harbor. However, soon after the word got out, MGM said it had decided to pull out of those discussions, according to The Boston Globe.

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