AI Powered Marketing

Learn More

Case studies

MGM's CityCenter increases room reservations by 20% with strategic media investments.

  • Budgets: Multi-Million

Overview

CityCenter Las Vegas, a groundbreaking development by MGM Resorts, is the largest mixed-use project in Las Vegas history, featuring residential, hotel, retail, and entertainment properties. However, prior to its completion, CityCenter faced negative public perception due to financial struggles, construction delays, and the economic downturn. The challenge was to execute a large-scale media campaign within 90 days to shift public perception, build excitement, and generate demand for the launch.

Campaign Objective

The primary goal of the CityCenter launch campaign was to reposition the development as a game-changing project and create widespread awareness. The key objectives included:

1. Increase awareness of CityCenter’s grand opening among internal and external audiences.

2. Highlight the project’s unique features, including its LEED certification and expansive scope.

3. Overcome negative perceptions in the local community and travel industry.

4. Generate excitement and incremental demand for Las Vegas as a destination.

Strategy & Execution

Given the tight timeline and a $25 million budget across domestic and international markets, a multi-channel media strategy was executed:

  • High-Impact Media Planning & Buying

Planned and executed a cross-platform media strategy encompassing digital, TV, print, out-of-home, and international placements.

  • Content-Driven Media Partnerships

Secured a three-hour Discovery Channel special on Build it Bigger, showcasing the CityCenter project to 20 million U.S. households.

  • Influencer & PR Integration

Partnered with Condé Nast Traveler to relocate its prestigious “Hot List” event from New York to CityCenter Las Vegas, leading to a high-profile feature on the Today Show and a 20% lift in room reservations.

  • Cross-Promotional Stakeholder Partnerships

Collaborated with the Las Vegas Convention and Visitors Authority, Southwest Airlines, and other local hotel properties to extend media reach and create additional promotional opportunities.

  • Data-Driven Messaging & Targeting

Developed strategic messaging to appeal to key audiences, ensuring widespread recall of the campaign message.

Results & Impact

Massive Audience Reach

One in four Americans (77 million people) recalled the campaign messaging.

Significant Media Exposure

The campaign generated over $1 billion in media value through strategic spending and leveraged partnerships.

Increased Hotel Bookings

CityCenter experienced a 20% increase in room reservations following the Today Show feature.

Successful Public Perception Shift

The campaign effectively repositioned CityCenter as a premier destination and mitigated negative pre-launch perceptions.

  • Key Takeaways

  • High-Impact Media Strategy: A well-orchestrated mix of traditional and digital media, combined with strategic partnerships, maximized impact within a short time frame.

  • Leveraging Content for Brand Lift: Securing major media placements, such as the Discovery Channel special, created long-term awareness and credibility.

  • Influencer & PR Integration: Relocating a high-profile travel industry event led to mainstream media coverage and tangible revenue growth.

  • Cross-Promotional Success: Partnering with key stakeholders extended the campaign’s reach and created additional brand value.

  • Scalability & Future Growth: The CityCenter campaign serves as a benchmark for high-stakes, time-sensitive media planning and execution.

LET’S GET
STARTED