Industry Weekly

[Evolution]

Empire unveiled: MGM Resorts’ ‘Welcome to the Show’ campaign arrives

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Los Angeles hosted the 69th Emmy Awards on Sunday, but Las Vegas made one unforgettable appearance. During the nationally televised broadcast, MGM Resorts debuted its brand new “Welcome to the Show” campaign, showcasing its expertise as a global entertainment company and shifting away from its identity as a hospitality and gaming brand.

Through the 60-second spot, the resort brand juxtaposed historical iconography against MGM’s modern and reimagined versions. An ancient statue cut to an image of the Bliss Dance sculpture at the Park, and the iconic Roman Colosseum flashed to a wide angle of the glowing T-Mobile Stadium, lit up with laser lights. The message was clear: From the arts to dance and sports, humans invented entertainment and MGM Resorts has perfected it.

“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, Chairman and CEO of MGM Resorts International, said in a statement the next morning.

The spot highlighted the company’s focus on its impressive entertainment catalog, from MGM’s award-winning theatrical shows and Cirque du Soleil roster to world-class dining options like Joël Robuchon and Morimoto—not to mention the star-studded nightlife, luxury retail destinations and sublime spa offerings. If you’ve visited an MGM property during the past decade, you already know how difficult it is to miss the epic level of entertainment that the company infuses into every aspect of the guest experience. And in a nod to the game-changing rise of social media, MGM Resorts integrated its “Welcome to the Show” campaign into two such platforms: Snapchat and Twitter. The “Welcome to the Show”-branded Snapchat filter exposes non-Nevadans to MGM brands and imagery of the Strip, while participants on Twitter can play an “emoji sweepstakes” to win prizes, including resort packages and a $40,000 grand prize.

Launched during one of the busiest entertainment weekends of the year, the “Welcome to the Show” campaign rollout will continue with takeovers in highly-trafficked areas in New York City, Washington and LA. Because if there’s anything we’ve learned over the past three decades, it’s that MGM Resorts isn’t simply in the business of creating entertainment—it creates memories.

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Leslie Ventura is a staff writer at Las Vegas Weekly and Industry Weekly. She’s picked the brains of rock stars ...

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