MGM Resorts Int’l

A. Brand Strategy
B. CRM Strategy
C. Omni Brand Experience 
D. Digital Strategy
E. Site Design
F. Org Design

The Vegas of Vegas

Look The Other Way
If you've been to Vegas, you likely stayed where your friends/party booked, where you have points to redeem, or where you read is the happening spot for whatever you went to Vegas for. Something drew you into the hotel you chose and the entertainment you partook in. As much as each property in Vegas has its very definitive personality, it's hard to establish loyalty and repeat visits. And, the city itself hasn't had the same pressures to up their anty on digital experiences. We, as visitors, excuse the lack of digital conveniences and comforts we expect elsewhere because... it's Vegas.

Look Our Way 
MGM Resorts International wanted to change that. They set out to provide a differentiated and compelling guest experience attracting visitors to any one of their 19 properties on the strip. They engaged us to establish the cross-property experience and identify where, how, and when digital could do some lifting. 

From Vision To Reality
We interviewed property managers, guests, and potential visitors to best understand what was working, what wasn't, and where the opportunity was. From there, we laid out a vision, presented it to an audience of 500 Marketing team members from across their properties, helped oversee the concept, design, and development of their most prominent property's website (MGM Grand), and crafted and helped staff the role of a Chief Experience Officer to oversee the on-going execution and management of the vision. We helped MGM Resorts International become The Vegas of Vegas.