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Create new ways to experience a brand. Challenge:Increase weekday casino traffic.

Obstacles:New casinos and other entertainment choices have intensified already-tough competition for today’s tighter discretionary budgets.

Approach:Create an amazing weekday offer. Negotiations with media partner CBS culminated in a coup – a casting call for Amazing Race contestants, exclusively at Mohegan Sun.

Results:700+ would-be stars raced to audition and take in the Sun while on site. Subsequent casting calls for American Idol, Price is Right and others have produced similar results.

Challenge:Change long-held attitudes about healthcare and establish Hartford HealthCare as the area’s go-to experts for wellness

Obstacles:For most people, hospitals and medical centers = illness, injury, anxiety and avoidance. Wellness is the industry’s new brass ring and competition is fierce.

Approach:Offer an unexpected, anxiety-free “trial.” Surprised shoppers at the area’s premier mall are treated to wellness services in a relaxing, branded lounge, leaving happy, healthy and informed.

Results:Just what the doctor ordered. Healthy lounge traffic and positive response are proving out the experiential approach, prompting a long-term commitment by the client and mall.