Our charge was to create the campaign that launched the MGM Grand Hotel in Las Vegas, one of the world’s largest hotel/casinos, by quickly generating broad awareness and excitement. The client had a modest budget and was seeking an impactful national plan to break through the heavy competitive clutter of two other highly publicized mega-resort grand openings in the same city during the same period.

We created a media plan that positioned the MGM Grand as a “must see” destination to stimulate reservation volume. Television was used as the primary launch medium to convey the hotel/casino’s colossal scope, grandeur, and entertainment-oriented qualities. To showcase the property’s greatness and complement its unique appeal, our schedule incorporated “big events” and high-visibility, high-reach vehicles. We used selective network TV to build initial broad awareness while targeting major feeder markets with heavier spot TV support to maximize response among the most predisposed visitors. To augment the target audience delivery and message frequency, we incorporated regional cable TV sports networks.

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