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A new ad campaign for Encore Boston Harbor featuring one of Boston’s most legendary sports figures has arrived just as room rate analysis shows the $2.6B resort is off to a strong debut.
Larry Bird, a Boston Celtics icon who was a 12-time NBA All-Star, three-time Most Valuable Player and won three championships in Boston, as well as a member of the 1992 Olympics “Dream Team,” can now add casino model to his résumé.
Bird is part of a Wynn Resorts campaign to showcase the global luxuries that have made their way to the Everett, Massachusetts, resort. He appears alongside former rival Magic Johnson, one of the chief villains in Boston sports history. (Johnson's Lakers won five championships in the 1980s to the Celtics' three, many times beating Boston and Bird in the NBA Finals.)
The television spots also features music group The Chainsmokers as well as a collection of fine art, flowers and food from around the world getting scooped up in elevators destined for the Boston casino.
Encore Boston Harbor opened in late June. While it is too soon for official revenue data to be posted, analysts have been monitoring room rates for clues to how the resort is performing. Average daily rates in July have been around $690 and increase to $705 in August, according to Hedgeye.
Boston ADR tends to decrease from July to August, according to the analysis, so the Encore rates indicate positive momentum heading into fall.
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