Brand Purpose + Positioning
Brand Narrative + Messaging
Naming + Identity (Restaurants)
A fresh take on destination marketing
MGM spent $9 billion to create a new kind of luxury experience in Vegas. However, after a few years and a few campaigns, they hadn’t gained sufficient traction—mainly because ARIA didn’t fit within people’s current expectations of a Vegas experience. That’s when they turned to Eleven to relaunch the property, rethink the brand, and redefine the idea of modern luxury in Vegas.
While competitors continued to promote over-the-top themes and a “what happens in Vegas stays in Vegas” attitude, we bucked category conventions by shining a light on the 100+ unique indulgences you can get within ARIA—turning them into social, digital, and advertising content that we pushed out to highly targeted segments. The campaign shifted the fortunes of the resort. This Is How We Vegas™ is alive and well today, years after its conception.
Increase in Brand Awareness
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YOY increase in room revenue
YOY increase in web revenue
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