Building a brand: What’s behind ARIA’s new branding campaign



ARIA – First, Montell Jordan showed us how he did things, now it is ARIA’s turn.

In recent months, the resort has lifted the curtain on its new national marketing campaign: This Is How We Vegas. About a year in the making, the new campaign brings a fresh perspective and, marketing leaders say, offers a basic premise that can be the base of future promotions as well.

“We felt that ARIA needed to hone in and get precise on its brand proposition, or its reason for being as a brand,” said ARIA Vice President of Marketing Carl Cohen. “We thought to ourselves, ‘What about ARIA, as opposed to our competitors, makes us different from them and how do we justify it?’” READ MORE

  • Grouplove Grouplove A new MGM Resorts department is dedicated to making small group travel easier. Read about it here as part of our Innovation Month series.
  • Good grub, great cause Good grub, great cause Las Vegas Restaurant Week is going on now to benefit Three Square. With 50 MGM Resorts venues participating, where will you dine out to help out?
  • Rapid response Rapid response The Company has been singled out for setting the industry standard when it comes to responding to TripAdvisor user reviews online.
  • Insider Innovation contest Insider Innovation contest What's the big idea? Your answer to that question could earn you up to $10,000. Find out how.
  • Meet Well Meet Well MGM Grand is the first resort to launch a compresensive healthy meetings program in conjunction with its successful Stay Well suites.
  • VolMatch goes mobile VolMatch goes mobile The MGM Resorts VolunteerMatch website is now optimized for mobile devices, meaning you can find, sign up for and track volunteer opportunities right from your smart phone.

     

 

Chairman’s Service Excellence Awards nominees: Part 3

CSEA-logo-4_2-inLAS VEGAS – We’ve made to the final five.

Today, meet the remaining second quarter nominees for the sought-after Chairman’s Service Excellence Awards. Each resort across the Company nominates one department, and three winners are chosen based on a Guest Experience Monitor (GEM) scores, internal shop results, M life promotion, innovation and employee culture. Below, find the nominated departments from Circus Circus Las Vegas, Luxor, Mandalay Bay, New York-New York and Vdara.  READ MORE

Parading around town: Fiesta, PRIDE parades seeking volunteers

MGM Resorts employees walk alongside the Company's float during last year's PRIDE parade.

MGM Resorts employees walk alongside the Company’s float during last year’s PRIDE parade.

LAS VEGAS – If there’s anything Las Vegas knows how to do well, it’s how to put on a good show.

Two of the community’s biggest parades are rapidly approaching, and MGM Resorts is playing a prominent role in each of them with ample opportunities for employees to get involved.

The 16th Annual PRIDE Parade downtown kicks things off on Friday, Sept. 5 at 8 p.m. The Company is once again the presenting sponsor for the parade, and our own LGBT Network Group is heading up the volunteer effort, recruiting colleagues to walk alongside the float.

“We are currently looking for as many folks to come out and support us as we can,” said LGBT Network Group Chair Timothy Evans. “We have teamed up with the MGM Resorts Events team, which is working on an amazing float. In addition, some of the Inspiring Our World cast members are helping us with a choreographed number that we will be doing alongside the float.” READ MORE

Mandalay Bay holds b-day party in honor of the King of Pop

MJ-ONE(web)MANDALAY BAY – It’ll be a thriller night (and day) for Michael Jackson fans.

For the second straight year, Mandalay Bay and the Michael Jackson Estate are teaming up to commemorate the birthday of the pop legend. The exclusive all-day birthday bash takes place this Friday, Aug. 29, at the Michael Jackson ONE Theatre.

The daylong birthday celebration is truly fit for a king, culminating with added birthday performances of the must-see show Michael Jackson ONE at 7 p.m. and 9:30 p.m.

Anyone who buys tickets to one of the birthday performances with the special offer code (find it here) will be invited to attend a private meet and greet session with representatives of the Estate, members of the show’s creative team and other special guests from the day’s activities. Those lucky guests will also receive access to exclusive discounted room rates at Mandalay Bay as well asa commemorative birthday ticket and gift bag.

More special events throughout the day include a screening of the behind-the-scenes documentary from Michael’s latest album, XSCAPE, and a Q&A with record producer Rodney Jerkins and “Man In The Music” author Joe Vogel (who also contributed the liner notes to the album package). There will also be a booksigning at the MJ ONE Boutique with the Spike Lee, director of the candid documentary “BAD25DVD,” Forbes senior editor and “Michael Jackson, Inc.” author Zack O’Malley Greenburg, and “King of Style” author Michael Bush.