MGM Resorts International launched its first-ever corporate brand campaign turning the spotlight on the array of entertainment experiences that form the nexus across the company's 27 distinctive resort destinations. The integrated "Welcome to the Show" campaign illustrates MGM Resorts' expertise as the leading global entertainment company, showcasing the infusion of entertainment within every guest experience – from award-winning live and theatrical performances to interactive dining, immersive nightlife, one-of-a-kind retail, extraordinary spa offerings and more.
"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.
The campaign launch includes significant takeovers of highly trafficked spaces in New York, Washington D.C. and Los Angeles. The subsequent rollout will feature unique integrations with platforms including Twitter and Snapchat, in addition to extensive visibility in national TV, print and out-of-home media. With the launch, MGM Resorts became the first travel industry partner to develop a Snapchat World + Face lens. 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 $40k indulgent grand prize.
"Welcome to the Show gives audiences permission to be bold in their pursuit of fun, to live life fully," said Lilian Tomovich, the company's chief experience & marketing officer. "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."