MY STRATEGIC APPROACH
TO BRAND BUILDING
Spearheaded strategic initiatives at MGM Resorts to maximize brand awareness and drive significant demand in a highly competitive landscape.
Leveraged the collective strength of MGM Resorts, MGM Rewards, BetMGM, and sub-brands like Bellagio to foster growth and elevate the MGM brand.
Implemented a consistent strategy aimed at positioning MGM Resorts and its associated brands as the top-of-mind choice for consumers.
Employed bold and innovative tactics, often pioneering first-to-market approaches to capture market leadership.
Integrated sub-brands seamlessly into the overarching brand narrative to amplify brand equity and consumer engagement.
Established strategic partnerships and executed collaborative campaigns to maximize synergies between the MGM brand and its sub-brands, resulting in heightened brand recognition and market presence.
BUILDING THE MGM BRAND
Throughout the past few years, I've dedicated myself to strategically crafting and advancing the brand of MGM Resorts with a central guiding principle: Entertainment fulfills a fundamental human need. My approach involved harnessing the power of multiple brands and capitalizing on significant events, both positive and challenging. This strategy was meticulously executed to underscore our brand's purpose, foster lasting customer loyalty, and draw in new audiences.
My Recent Strategic Campaigns
2022 LOYALTY REBRAND
In 2022, MGM Resorts embarked on a transformative journey, rebranding its esteemed Mlife Rewards program into the newly introduced MGM Rewards. This strategic shift aimed to simplify the program's identity while broadening its appeal to a diverse audience. The revamped MGM Rewards boasted an enriched rewards structure, featuring enhanced benefits tailored to cater to a myriad of consumer preferences. Accompanying this evolution was a robust marketing campaign, meticulously crafted to communicate the program's enhanced offerings to both existing and prospective members. Through targeted messaging and promotional efforts, MGM Resorts sought to ignite excitement and anticipation surrounding the reimagined loyalty program. This rebranding endeavor underscored MGM's unwavering commitment to delivering exceptional experiences and value to its cherished patrons, solidifying its position as a pioneering force in the hospitality and entertainment industry.
2024 SUPERBOWL LVIII
This year's Super Bowl in Las Vegas witnessed a concerted effort from MGM and BetMGM to elevate the fan experience:
BetMGM debuted a star-studded Super Bowl commercial featuring Tom Brady, Vince Vaughn, and Wayne Gretzky, generating buzz and excitement around the event. Meanwhile, MGM collaborated with comedians Bert Kreischer and Tom Segura for real-time content execution in Las Vegas, injecting humor and spontaneity into the festivities. Additionally, MGM introduced the "MGM ZONE," a physical space strategically designed to retain fans at MGM properties, offering exclusive experiences and incentives. Through these strategic initiatives, MGM and BetMGM successfully heightened anticipation and engagement surrounding the Super Bowl, reinforcing their positions as leaders in the sports entertainment and sports betting industries.
2021 LAS VEGAS COVID REBOUND
MGM Resorts launched the impactful "ITS TIME" campaign in 2021 as a response to the challenges posed by the COVID-19 pandemic. The campaign served as a rallying cry, emphasizing the collective resolve to navigate through unprecedented times together. Through a series of emotionally resonant messages, the campaign conveyed hope, resilience, and unity, urging individuals to stay connected and stay safe while also looking forward to brighter days ahead. "ITS TIME" encapsulated MGM's commitment to prioritizing the well-being of its guests, employees, and communities, while also highlighting the eventual return to the vibrant entertainment experiences for which the brand is renowned. Through innovative storytelling and strategic messaging, the campaign not only reinforced MGM's brand values but also fostered a sense of solidarity and optimism during a period of uncertainty.
2023 Formula 1 Las Vegas Grand Prix
When Formula 1 announced its return to Las Vegas after over 40 years, the sporting world erupted in excitement. With a staggering 315,000 fans attending race weekend, brands flooded in, vying for attention through extravagant partnerships and activations. Amidst this frenzy, MGM, as the largest operator on the strip, sought to make its mark. Recognizing the need to stand out during this momentous occasion, we eschewed the conventional celebrity-driven approach and instead tapped into a beloved F1 tradition: the shoey. Popularized by F1 driver Daniel Ricciardo, the shoey symbolizes triumph and celebration. Thus, we introduced The Shoey Bar, a shrine dedicated to this tradition, overlooking the track at MGM's Bellagio property. Fans eagerly lined up for custom-made Sparco racing shoes filled with cocktails, reveling in the opportunity to emulate their favorite F1 drivers' victory celebrations. The response was overwhelming, with enthusiasts willingly paying nearly $200 per drink and eagerly sharing their experiences on social media. Our innovative activation not only captured the attention of racing fans but also garnered widespread media acclaim, solidifying our presence at one of the most significant races in recent history—all achieved with just a shoe.
