Challenge: With 14 resorts composing nearly half the Strip, MGM is the dominating force in Las Vegas. It is inextricably linked to the perceptions of Vegas overall. The problem is Vegas hasn’t shaken the decades-old perceptions that make it notorious.
Objective: Spark national dialogue around entertainment to distinguish MGM Resorts from legacy competitors and drive consideration as a modern entertainment leader.
MGM Resorts Universal Love
Brand Strategy
Insight: Love is universal, but love songs
are not.
While many reasons for visiting Las Vegas are centered around celebrating love, love songs lagged behind the modern definition of love.
Idea: Universal Love is an album that reimagined classic wedding songs by flipping the pronouns to be same-sex. With that simple twist, conventional notions of love songs were challenged. Traditional communications brands use to connect with audiences were upended because music was the channel.
New versions of love songs were recorded by world-class artists, deliberately spanning genres and generations to ensure the music would be heard by the widest audience possible.
Impact:
Album shot to #9 on iTunes
Ignited cultural conversation around pronoun use in music
Gained international media attention
Increased visitation consideration by 15%
Increased perceptions of MGM Resorts as “a brand worth paying attention to”
What I Did: Over years of partnership, I earned client trust, creating the conditions for this idea to come to life, and I handled the entire campaign measurement plan.
What I Learned: The most impactful ideas are worth fighting for.