Did you spot a flashy new MGM Resorts International commercial on TV Sunday night during the Emmy broadcast? The eye-catching ad is the brand’s first corporate campaign, titled “Welcome to the Show.”
“Welcome to the Show gives audiences permission to be bold in their pursuit of fun, to live life fully,” Lilian Tomovich, MGM’s chief experience and marketing officer, said in a press release. “It communicates our clear aspiration to be first in the minds of consumers as a company that offers the most comprehensive entertainment experiences, delivered by our extraordinary team around the world.”
The campaign raises the curtain to highlight the wide array of shows, sporting events and restaurants across the company’s 27 resorts and 20 arenas. It is a sizzle reel of high flying acrobats, great balls of fire, fountains of water and a roaring lion. Beyond hotels and gaming, MGM wants everyone to know they are a premier destination for dining, dancing, boxing and relaxing at the spa.
“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,” Jim Murren, the brand’s chairman and CEO, said in the release.
“Welcome to the Show” ads will not only be seen on television, but in print, social media and more. In fact, MGM became the first travel partner in history to create a Snapchat World + Face lens. The company will also launch a sweepstakes on Twitter on September 25 to engage followers using emojis. The 15-day contest will award daily prizes, such as resort packages and a $40,000 grand prize.
When you find yourself at a MGM Resort for a meeting or conference, find some spare time to get a ticket to a concert, boxing match and treat yourself to Michelin-starred cuisine.