Follows strategic and cultural transformation from a casino-driven operation to a global entertainment brand
McCann has announced that MGM Resorts International will add its regional casinos and resorts to the agency’s roster. The move is part of MGM’s ongoing consolidation of U.S. agency partners that began in April 2015 when McCann Detroit was appointed integrated agency of record for MGM Grand Detroit. Shortly after that, McCann was appointed agency of record for MGM Resorts’ Las Vegas-based brands. MGM Resorts has recently undertaken a strategic and cultural transformation from a casino-driven, Las Vegas-focused operation into a global entertainment brand offering the world’s most exciting and diverse portfolio of guest experiences.
Earlier this year, McCann launched MGM National Harbor in Maryland, a US$1.4 billion (£1.09 billion) entertainment resort featuring a 3,000-seat entertainment venue, new restaurants by celebrated chefs Marcus Samuelsson, José Andrés and brothers Bryan and Michael Voltaggio and the region’s most dynamic casino. Since opening, the resort has become the must-visit destination in the region. With its expanded responsibilities, McCann will be tasked with creative work for three additional MGM regional properties including Beau Rivage and Gold Strike in Mississippi, and the 2018 launch of MGM Springfield in Massachusetts. MGM Detroit will continue to be handled by McCann Detroit.
“With its growing portfolio of destinations, it’s an exciting time to be tasked with raising the profile of the already iconic MGM brand,” said Devika Bulchandani, Managing Director, McCann NY & President, McCann XBC. “We look forward to developing fresh, innovative creative to tell MGM’s story as the leading entertainment brand—both inside and outside of Vegas.”
“We have been focused on reinventing ourselves around entertainment with a strategy that takes that model to a whole new level,” said Lilian Tomovich, Chief Experience and Marketing Officer, MGM Resorts International. “Following the successful launch of MGM National Harbor, we look forward to expanding our relationship with McCann to drive experience and entertainment at both our new and existing regional brands.”