MGM Wants You To Have Front Row Seats To Its Show

MGM Wants You To Have Front Row Seats To Its Show

MGM Resorts unveiled a new advertising campaign, Welcome to the Show, designed to promote its array of entertainment offerings at its casino properties.

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Borgata Casino is already considered one of the coolest Atlantic City casinos. MGM Resorts International is setting its sights higher though. The casino corporation wants you to think of it as more than just a casino. It wants to be an entertainment brand.

New MGM marketing campaign called Welcome to the Show

No, this is not a reference to the old MGM movie studio days. Rather, the casino company is running a new marketing campaign aiming to shift how the public views it. The name of the new campaign is “Welcome to the Show“. It focuses less on casno offerings and more on the entertainment options the MGM properties have to offer.

MGM’s Chief Experience & Marketing Officer Lilian Tomovich expanded on the campaign’s messaging:

“Welcome to the Show gives audiences permission to be bold in their pursuit of fun, to live life fully.  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.”

MGM Resorts CEO Jim Murren echoed the sentiment:

“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.”

Campaign placement reliant on T-Moblie arena and social media

Commercials for the campaign began running a couple of weeks ago in tandem with major entertainment events. In addition to airing a commercial during last week’s Emmy Awards, MGM Resorts also took advantage of the marquee Alvarez v. Golovkin boxing match in Las Vegas to promote it as well.

The fight took place at T-Mobile Arena, nestled between MGM properties in Nevada. This past weekend, the arena also hosted the popular I Heart Music festival, which MGM Resorts promoted heavily on social media.

The Welcome to the Show campaign also extends to a number of social media platforms. There will be unique Snapchat and Twitter integration. Additionally, Monday marks the start of a Twitter emoji-driven contest with a $40,000 grand prize.

The contest runs for 15 days, beginning on Sept. 25. There will be daily trip giveaways as well as the grand prize.

MGM showcasing its non-gaming features

T-Mobile Arena is just one example of a non-gaming attraction drawing people to MGM properties. The company’s properties feature 20 arenas, countless theaters, and outdoor festival grounds as well.

When it comes to restaurants, MGM might have more big-name celebrity chefs than any other casino company. MGM Resorts’ list of culinary celebrities includes:

  • Joel Robuchon
  • Wolfgang Puck
  • Tom Colicchio
  • Masaharu Morimoto
  • Jose Andres
  • Jean-Georges Vongerichten
  • Julian Serrano

There is also, of course, the host of night clubs on MGM properties. While Vegas is home to the more high-profile venues like Hakkasan and 1 OAK, New Jersey’s Borgata also hosts nightlife hotspot Murmur.

While many of these offerings are outside of New Jersey, it is beneficial to New Jersey residents, as both Borgata customers and online casino players at both BorgataCasino and playMGM can use M Life Rewards points to help get a glimpse of The Show all over the country.