The campaign, developed by Publicis Hong Kong, is entitled ‘Players wanted’ and looks to distinguish the brand from competitors like the Venetian and Crown, by emphasising the MGM Grand’s Asian appeal. Joanna Hor Barnes, VP of marketing and communications, MGM Grand Macau said: “It is our intention to send out a strong, singular and unequivocal message to all that if you want to play as hard as you work, this is the place to come.”
The drive includes a new TVC which showcases the kind of high-rolling lifestyle that MGM Grand consumers can enjoy, including the luxury hotel, restaurants and, of course, the casino.
“We want to broaden our appeal,” explained MGM Grand branding and marketing manager Ophelia Lau. “Our resort is not just for the rich and famous, but for everyone who wants to enjoy life, thus we made the strategic decision not to feature a single celebrity.”
The MGM Grand campaign, for which Zenithoptimedia handled media, also includes outdoor executions and a new website.
While Publicis was responsible for the launch marketing campaign, the resort partnered with design shop Lomatters to roll out F&B designs for its restaurants.
