LAS VEGAS—MGM Resorts International launched its first corporate brand campaign, turning the spotlight on the array of entertainment experiences that form the nexus across the company’s 27 resort destinations.
“Our new ‘Welcome to the Show’ campaign is an epic invitation, designed to declare our point of view to the world and tie together our deep and diverse portfolio of resorts, from those that define the famed Las Vegas Strip to those across the U.S. and around the world,” said Jim Murren, chairman and CEO of MGM Resorts International.
It launched during a weekend full of major entertainment programming, with positioning for the campaign at the Kaaboo Music Festival in Southern California; the boxing match between Canelo Alvarez and Gennady “GGG” Golovkin in Las Vegas; and last night’s primetime broadcast of the 69th Emmy Awards. The integrated campaign created by McCann New York spans multiple social, digital and mass media initiatives. In addition to McCann New York, PHD handled media planning and buying.
The campaign launch includes significant takeovers of highly trafficked spaces in New York, Washington, DC, and Los Angeles. The subsequent rollout will feature integrations with platforms including Twitter and Snapchat, in addition to extensive visibility in national TV, print and out-of-home media. With this weekend’s launch, MGM Resorts became the first travel industry partner to develop a Snapchat World + Face lens, according to the company. Debuting September 25, the Twitter program will include an exclusive 15-day interactive emoji-driven sweepstakes offering participants the ability to play daily to win a variety of resort packages, and ultimately a $40,000 grand prize.
Lilian Tomovich, the company’s chief experience & marketing officer, said, “‘Welcome to the Show’ gives audiences permission to be bold in their pursuit of fun, to live life fully. It communicates our clear aspiration to be first in the minds of consumers as a company that offers the most comprehensive entertainment experiences, delivered by our extraordinary team around the world.”