Challenge: MGM Resorts was just a Wall Street stock ticker – a holding company of resort casinos with no shared vision and few perceived differences between them. With 14 properties in Las Vegas and several others throughout the U.S. and China, the company needed a unifying purpose and brand to grow well into the future.
Objective: Shift the company mission from selling hospitality to engaging cultures of entertainment – and make sure every entertainment seeker knows it.
MGM Resorts
Brand Strategy
Insight: Entertainment is a fundamental human need.
93% of Americans say entertainment is essential to health and happiness, and 83% say that ‘without entertainment in my life, I wouldn’t be me.’ (proprietary study)
Idea: Since this was the first national brand campaign introducing MGM Resorts, the idea hinged upon welcoming people to the unparalleled array of MGM’s entertainment experiences – concerts, gaming, food & beverage, sports, nightlife, shows and more.
In other words, Welcome to the Show.
Touch points included film, print, OOH (with spectaculars in NYC + LA), digital, social, media integrations and events.
Impact:
Increased master brand recognition
Exceeded traffic to booking engine benchmarks
Increased social engagement by 15%
Grew the agency scope following campaign success
What I Did: I helped win the business with this strategy and pulled it through to campaign launch.
What I Learned: I’m not as good at blackjack as I thought.
