Campaign launched for Mirage

Tuesday, May 28, 2002 | 11:02 a.m.

The Mirage Hotel and Casino will roll out a new advertising campaign in the coming months to reinforce the Mirage brand.

Mirage parent MGM MIRAGE declined to reveal how much it will spend on the campaign.

The Mirage, created by hotel-casino mogul Steve Wynn, is credited with introducing the megaresort concept to Las Vegas and paving the way for the boom of such resorts during the 1990s.

"After the opening of The Mirage, there were many new properties and lots of novelty on the Strip," Susan Fleitz, vice president of advertising at The Mirage, said. "We wanted to remind people about the great attributes that The Mirage possesses."

TV ads, billboards and print ads, created by Schadler-Kramer Group Advertising of Las Vegas, will aim to convey the allure of the South Seas-theme property, the agency said. The Mirage features a volcano, waterfalls, aquariums, tropical rainforest and a dolphin habitat. The ads will appear in major metropolitan markets as well as national magazines.

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