MGM Resorts International is burnishing a new image as a global force in entertainment, high-end leisure, fine dining and nightlife.
The company’s new “Welcome to the Show” marketing campaign was unveiled on national television during last Sunday’s Emmy Awards and is being rolled out nationwide across an array of TV, print and social media outlets, including an interactive sweepstakes on Twitter.
Chairman and CEO Jim Murren characterized it as “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.”
The ads will showcase MGM as a leading global entertainment company capable of delivering a guest experience unparalleled in variety?from live and theatrical performances to dining, nightlife, retail shopping, spa offerings and more.
Designed by McCann New York, with PHD handling media planning and buying, the campaign will spread into highly trafficked spaces in New York, Washington, D.C. and Los Angeles for starters.
Social media will, of course, figure prominently, highlighted by the first Snapchat + Face lens in the travel industry and a Twitter program that features a 15-day interactive emoji-driven sweepstakes offering participants a daily play-to-win variety of resort packages capped by a $40,000 grand prize.
“‘Welcome to the Show’ gives audiences permission to be bold in their pursuit of fun, to live life fully,” said Chief Experience & Marketing Officer Lilian Tomovich. “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.”
