MGM Resorts and Ameristar Create Strategic Marketing Relationship
February 21, 2012
MGM Resorts International and Ameristar Casinos have announced a strategic marketing relationship for the companies' rewards programs – MGM Resorts' M life and Ameristar's Star Awards/Plateau Players Club. Beginning in mid-March, the strategic agreement allows targeted MGM Resorts' M life members to receive offers and benefits at Ameristar casinos and Ameristar's Star Awards/Plateau Players Club members to receive offers and benefits at MGM Resorts' properties in Las Vegas.
The relationship links MGM Resorts' destinations in Las Vegas to Ameristar's casino-hotels in regional markets in Colorado, Indiana, Iowa, Mississippi, Missouri and Northern Nevada. The resulting opportunities for M life and Star Awards/Plateau Players Club members allow both companies to strengthen customer loyalty by providing more access and rewards.
"With our Ameristar alliance, our members can enjoy the high level of experience they have at MGM Resorts' properties in more destinations across the U.S.," said Jim Murren, Chief Executive Officer for MGM Resorts International. "This also provides Ameristar's Star Awards/Plateau Players Club members exclusive experiences and offers at our Las Vegas properties that they wouldn't have access to otherwise. This relationship is part of an aggressive expansion plan for M life with synergistic brands worldwide that create even greater value for our members."
Gordy Kanofsky, Ameristar's Chief Executive Officer, said, "We believe our Star Awards/Plateau Players Club members will be thrilled with this relationship and the opportunity to receive offers in Las Vegas. MGM Resorts has an impressive portfolio of Las Vegas casino resorts that will offer Las Vegas trip experiences attractive to each and every Star Awards membership segment. We believe the benefit of a Las Vegas trip to MGM Resorts' hotels and casinos as part of the Star Awards program will enhance player loyalty to Ameristar properties and the Ameristar brand nationwide."
As for the menu of benefits, Star Awards/Plateau Players Club members will receive personalized ongoing offers, which may include complimentary or discounted hotel rooms and casino Freeplay at MGM Resorts' properties, and will receive Star Awards/Plateau Players Club tier credits for their M life play while in Las Vegas.
Targeted M life members will receive a special introductory offer to Ameristar Casinos, which may include complimentary or discounted hotel rooms, Bonus Play, dining and other offers. M life Pearl members and above and Star Awards/Plateau Players Club Premier members and above will also receive upgraded tier status and associated benefits.
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