by Josh Resnek
Wynn Resorts is a marketing giant pushing with all its might to launch on June 23 with an advertising campaign intended to boost the numbers of visitors to the casino and hotel in our city.
The company is providing international influencers and travel professionals with the chance to visit the resort as part of “familiarization trips” that are intended to boost the number of visitors not just to the site, but to Massachusetts.
Bottom line: Wynn is trying to lure as many as 10 million visitors to the casino during its first year in operation.
This may just happen, and if it does, watch out!
Wynn Resorts is gearing up preparations to launch advertising campaigns promoting the upcoming opening of the complex in two weeks.
There is also a series of soft openings taking place.
The first advertising campaign is set to go live on Monday and is designed to reach out to potential visitors from the Boston area as well as from neighboring states.
Wynn Resorts has also partnered with a number of local chambers as well as the Greater Boston Convention Center & Visitors Bureau.
All these partnerships will aim to promote not just Encore as an attractive tourist hub but the region and the state as a whole.
Wynn Resorts, in a perfect world, would like to have the casino as a high end Fenway Park with thousands taking public transportation to the games everyday for the entertainment and the fun of being there.
Joan Esneault, Executive Director of Hotel Sales and Catering at Encore, said that Wynn Resorts is uniquely positioned as it has “the only pairing of a major city and a major five-star luxury resort” in the country outside Las Vegas.
Ms. Esneault added that even though Encore has a lot to offer to its future visitors, they will also be able to explore Boston and the region through Wynn Resorts’ partnerships with local businesses.
Sharing details about their marketing strategy for the new property, Danielle Ashurst, Director of Travel Industry Sales at Encore, pointed out that Wynn Resorts has a database of more than 10 million customers between its resorts in Las Vegas and Macau.
Ms. Ashurst added that the company will be able to market its new complex to existing customers “as often as we like” and that the property “has been very palatable to the guests that have enjoyed our properties in Las Vegas and Macao.”
News emerged last month that Wynn Resorts was in talks with rival MGM Resorts International to sell its Greater Boston property. Discussions were quickly aborted as officials from the communities hosting Encore Boston Harbor and MGM’s MGM Springfield resort expressed concerns over the two companies’ commitment to the regions.
Last week, Wynn Resorts held the first orientation sessions for its Greater Boston property. A spokesperson for the company told local news outlet the Boston Herald that CEO Matt Maddox spoke at each orientation session and that he told future Encore employees that the property is not for sale.