MGM Resorts Launches ‘Welcome To The Show’ Branding Campaign

MGM Resorts needs no introduction in the United States (US) as the company owns 27 gaming properties and the majority of them are based in the U.S. The company owns some of the most iconic casinos in the world including MGM Grand Resort, Bellagio Las Vegas, Mirage Las Vegas, Mandalay Bay Resort and Borgata Hotel Casino and Spa in Atlantic City.

MGM Resorts is also in the process of developing new casino resorts with its MGM Springfield facility in Massachusetts and its MGM Cotai Macau. MGM Resorts has never really invested heavily into a marketing campaign to promote its brand over the years but has finally decided to launch what it is terming as its first corporate brand campaign.

The company launched a special ‘Welcome To The Show’ corporate ad brand campaign recently with the objective of changing the company’s brand image of being one associated with the gaming and hospitality industry to a company that promotes global entertainment.

MGM RESORTS

In a statement, Jim Murren, the chairman and CEO of MGM Resorts said

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.

MGM Resorts has teamed up with McCann New York, a well known advertising agency to launch its ‘Welcome To The Show’ campaign across digital, social and mass media platforms. MGM’s chief experience and marketing officer Lilian Tomovich said the company wanted its customers and potential customers to realize that the MGM brand promoted the best entertainment experiences in the world.

It is interesting to see the timing of MGM Resorts decision to launch a new brand awareness campaign promoting entertainment. Global casino operators are looking to break into the newly licensed casino market of Japan and MGM Resorts has made its intentions clear that it intends to be one of the operators to win a gaming license in Japan.

Japan has licensed integrated resorts (IRs) which will not just promote casino gaming but also non-entertainment activities. Gaming analysts believe that Japan will initially approve just two IR licenses and the casino operators who have a good chance of winning those licenses will have a strong market reputation of being both gaming and entertainment providers.