Bellagio launches ad campaign

Mirage Resorts Inc. has launched a nationwide television advertising campaign as a prelude to the Oct. 15 opening of its $1.8 billion Bellagio resort here.

The 60-second spots, culled from a three-minute video showing glimpses of a young couple and some of the resort's architecture, "portray an incredibly romantic, sensual getaway, one that's quite different from the resorts that exist in Las Vegas today simply by virtue of its ambience," Mirage spokesman Alan Feldman said.

The ad campaign began during Sunday's Emmy Awards program, he said.

"We've purchased an extensive amount of national television, as well as air time in such specific markets as Los Angeles, New York, Chicago and San Francisco," Feldman said. He declined to disclose the cost of the campaign.

He said the video, which also accompanies invitations sent to selected Mirage customers and celebrities, and the related TV spots were produced by Mirage Chairman Steve Wynn, Vice President of Marketing John Schadler and the ad agency Hal Riney & Partners of San Francisco.

Following a charity gala open to invited guests only to raise money for research into eye disorders, Bellagio will open to the general public late the night of Oct. 15.

There will be more special events for Mirage Resorts customers the weekend of Oct. 16, Feldman said.

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