Introduction
MGM Resorts International has entrusted Mischief @ No Fixed Address as its new creative agency of record, handling all MGM properties such as MGM Grand, Aria, Cosmopolitan, and Bellagio. The account switched to Mischief without a review, succeeding the former agency, McCann. The appointment signals MGM Resorts International’s faith in Mischief’s inventive and tactical proposals for its esteemed properties. Mischief will now be in charge of creating and implementing marketing campaigns and promotional strategies to retain and enhance MGM’s worldwide reputation in the hospitality and entertainment industry.
Collaboration and partnership
Sarah Moore, Senior Vice President of Marketing at MGM Resorts, expressed enthusiasm about cooperating with Mischief because of the exceptional team dynamics that led to a strong collaborative partnership. Projects relating to the MGM Resorts’ hero brand platform and specific property assignments and launches will be jointly handled by Mischief and MGM. The partnership aspires to further increase MGM Resorts’ industry presence with innovative, impactful marketing campaigns that connect with their target audience. The blend of Mischief’s creative power and MGM Resorts’ established brand will undoubtedly produce groundbreaking results and establish new standards for the hospitality and entertainment sector.
Shared understanding and expertise
Greg Hahn, Co-founder and Chief Creative Officer at Mischief, stressed the importance of mutual respect and understanding in this new collaboration, recognizing the distinct qualities and skills that each party has to offer. Both companies will seek to combine their unique strengths and expertise to promote innovation and achieve common goals. They aim to foster growth and success in their respective industries by prioritizing clear communication and cooperation, thus creating an environment conducive to both.
Projected media expenditure
COMvergence predicts MGM Resorts will have a total media expenditure of $220 million in 2023. This substantial investment is anticipated to strengthen the company’s marketing efforts and solidify a stronger brand presence in the competitive hospitality industry. Increased media spending by MGM Resorts could potentially result in a broader customer reach and elevated revenue over the projected period.
Changes in resort tourism
Moore observed the substantial changes in the resort tourism sector over the past five years, prompting the company to reevaluate its approach to brands and marketing strategies. The company has adopted innovative tactics and new technologies to enhance guest experiences and adapt to the shifting market demands in response to these changes. By emphasizing personalization and sustainability, they aim to attract a wider range of travelers and ensure the continued growth and relevance of the resort tourism industry.
Adapting to evolving demands
Mischief plans to concentrate on digital and strategy while maintaining the brand’s core positioning and purpose to adapt to these changing demands. They aim to deliver a more seamless and integrated customer experience across various platforms by ensuring consistency in messaging and engagement. By leveraging digital technologies and strategic partnerships, Mischief aims to expand their brand’s reach while maintaining its unique identity and values.
Future growth and innovation
The creative partnership between Mischief and MGM is still in its early stages, but both entities place a strong emphasis on strategy, seeking inventive solutions to business challenges. They intend to revolutionize the entertainment industry by venturing into new avenues and combining their unique strengths through this collaboration. This alliance, with Mischief’s innovative approach and MGM’s vast experience, is set to introduce groundbreaking content and marketing strategies that will captivate audiences globally.
Marketing strategy and execution
Initially, their approach will focus on a central campaign theme before addressing individual property advertising efforts. This strategic approach enables the creation of a powerful, unified marketing message that effectively targets the desired audience. Once the core theme is established and integrated, attention will shift towards customizing content for individual properties, ensuring that each listing is presented in a way that maximizes its appeal to potential buyers and investors.
First Reported on: adweek.com
FAQ
Why did MGM Resorts choose Mischief @ No Fixed Address as their new creative agency?
MGM Resorts selected Mischief due to their inventive and tactical proposals for promoting and enhancing its prestigious properties, as well as the strong collaborative partnership the two companies have developed together.
What properties will Mischief be responsible for in their new role?
Mischief will handle all MGM Resorts properties, including MGM Grand, Aria, Cosmopolitan, and Bellagio, creating and implementing marketing campaigns and promotional strategies.
How do MGM Resorts and Mischief plan to collaborate and work together on projects?
The partnership will jointly handle projects related to MGM’s hero brand platform and specific property assignments and launches. Their goal is to increase MGM Resorts’ industry presence using innovative and impactful marketing campaigns that resonate with their target audience.
What is the predicted media expenditure for MGM Resorts in 2023?
COMvergence estimates that MGM Resorts will have a total media expenditure of $220 million in 2023, strengthening their marketing efforts and brand presence in the competitive hospitality industry.
How has the resort tourism sector changed in recent years?
In the past five years, the resort tourism sector has undergone significant changes, leading companies like MGM Resorts to reevaluate their approach to marketing and branding strategies. They have adopted new tactics and technologies to enhance guest experiences and adapt to shifting market demands.
How is Mischief planning to adapt the brand to meet evolving demands?
Mischief plans to concentrate on digital and strategy while maintaining the brand’s core positioning and purpose, aiming to deliver a more seamless and integrated customer experience across various platforms by ensuring consistent messaging and engagement.
What can be expected from the future growth and innovation of this partnership?
Though the creative partnership between Mischief and MGM is in its early stages, both companies are focused on strategy and inventive solutions for business challenges. They aim to revolutionize the entertainment industry by exploring new avenues and combining their unique strengths through this collaboration.
What is their plan for marketing strategy and execution?
Initially, the collaboration will focus on a central campaign theme followed by individual property advertising efforts. This allows for a powerful, unified marketing message targeting the desired audience. After the core theme is established, the focus will shift to customizing content for individual properties, presenting each listing in a way that maximizes its appeal to potential buyers and investors.
