Position: Executive Director of Brand Strategy
My Role: MGM Resorts Lead Brand Strategist
Campaign summary: During the inaugural F1 Las Vegas Grand Prix, the city faced several significant challenges in establishing credibility and generating demand for this first-of-its-kind event. At MGM, we responded by developing a unique product: the Bellagio Fountain Club, designed to compete with F1's prestigious Paddock Club. This exclusive club offered a premier experience, featuring unparalleled views of the race and the iconic Bellagio fountains.
Despite the obstacles, such as record-high ticket prices, limited access to targeted customer databases, and the need to introduce a completely new concept to the market, our team leveraged creativity and innovation to ensure the success of the Bellagio Fountain Club. By focusing on unique and compelling features, we managed to attract discerning clientele and provide an exceptional experience that distinguished our offering in the competitive landscape of F1 hospitality.
Introducing the Bellagio Fountain Club.
I led the branding efforts for the Bellagio Fountain Club, ensuring its unique value proposition was clearly communicated and resonated with our target audience. Through strategic brand marketing, I crafted a compelling brand identity and messaging that highlighted the club's luxurious amenities and exclusive vantage points. I oversaw the development of promotional materials, digital campaigns, and partnership initiatives, effectively positioning the Bellagio Fountain Club as the ultimate VIP experience during the F1 Las Vegas Grand Prix. My efforts were instrumental in bringing this premium product to life and establishing its presence in the high-end hospitality market.
A Silly Activation, With Worldwide Results:
THE SHOEY BAR
To stand out amidst the multitude of activations and experiences on the Las Vegas Strip, I led the creation of a fan-centric activation rather than one aimed solely at the ultra-rich. The SHOEY BAR, a pop-up at the Bellagio, celebrated the iconic F1 victory tradition of drinking from a shoe. This daring and innovative concept not only resonated with fans but also captured the world's attention, generating significant media coverage and achieving billions of impressions globally. The SHOEY BAR became a highlight of the Grand Prix weekend, showcasing our ability to create memorable and impactful experiences.
