MGM Resorts International
- Brand Naming
- Brand Evaluation
- Brand Architecture
- Brand Definition
- Brand Messaging
Background & Challenge:
In 2009, MGM-Mirage hired us to work with a consortium of agencies to explore ways the brand could reposition, refresh and grow.
For both investors and consumers alike, the corporate name MGM-Mirage often evoked just two casinos – MGM Grand and The Mirage. Yet, the MGM-Mirage portfolio included a much wider family of properties and assets like Luxor, Bellagio, Excalibur and Monte Carlo to name a few. In fact, MGM-Mirage properties covered about 40% of the rooms on the strip.
At the same time, consumer habits were changing – many visitors to Las Vegas were opting not to gamble, but seeking to enjoy other activities such as sunbathing, world-class shows, entertainment, nightlife, restaurants, and shopping.
Working with senior leadership – including current CEO Jim Murren – we created a bold new positioning centered around the idea ‘Life’s Moments’ which underscored the idea of experiences which reinforced the notion that the brand was not just about gaming but also dining, shopping, nightlife, and entertainment.
We recommended the creation of a new brand name from MGM-Mirage to MGM Resorts International. This new brand name – launched in 2010 – also helped to convey a broad and growing portfolio not just in Las Vegas but across the US and into international markets such as Macau, China, and Abu Dhabi.
We also helped to create a new brand strategy for the MGM rewards program. We recommended eliminating the ‘Players Club’ rewards brand (which was solely a gaming-related program) and created a new brand ‘M Life’. This program would achieve two main goals: first, it would enable customers to earn points both for gaming and non-gaming purchases. Second, it would act as a linkage brand that would help to connect and unify all MGM properties and engender loyalty across all resorts and elements within these properties. We also created a naming system for the card tiers: Sapphire, Pearl, Gold, Platinum, and Noir.
Additionally, we partnered with MGM to create other new brands including ‘Wet Republic’ a 55,000 sq ft outdoor nightclub on the MGM Grand property. We also created ‘ThePark' a $450M multi-use outdoor space connecting the New York-New York and Monte Carlo casinos.
From revenues of $6B in 2009, MGM Resorts is now a $10B in 2017. It continues to innovate and grow and the portfolio now encompasses 27 unique hotel offerings including some of the most recognizable resort brands in the industry. The company continues to expand throughout the U.S. and around the world, developing MGM Springfield in Massachusetts and MGM Cotai in Macau, and debuting the first international Bellagio-branded hotel in Shanghai. The 77,000 global employees of MGM Resorts were recognized as one of FORTUNE Magazine's World's Most Admired Companies.