MGM Resorts – Partnership Sales Execution
Launch a unique, customized VIP experiential marketing platform for MGM Resorts to differentiate itself within the competitive casino landscape with Las Vegas’s newest professional franchise in the Raiders and their new venue Allegiant Stadium which is opening in the summer of 2020.
MGM Resorts was a predominant sports marketer and had official league relationships with the MLS, NHL, NBA and MLB as well as strong individual team relationships with the Los Angeles Dodgers, Boston Red Sox, New York Jets, Washington Capitals and others. Casino industry landscape was going to have a significant presence in Allegiant Stadium from tickets and suites – 15 different casino entities bought one or two suites. The Raiders wanted to leverage the casino marketing category from a sponsorship perspective which would require creativity in carving up the category and marketing assets to provide differentiation. MGM Resorts had twelve (12) properties in Las Vegas with all varying levels of VIP status.
The Legends Global Partnerships team created a unique space by combining four (4) suites together to form one large space (M Life Club). They provided MGM with ability to customize the M Life Club by selecting furniture, tile, bar fixtures and other design elements that made it feel like their guests were at a MGM property. A transportation strategy was orchestrated that would allow MGM to maximize the time with their guests on their properties prior to an event at Allegiant Stadium by building a private VIP drop off area that would have its own elevator that went directly to M Life Club. They developed a marketing campaign for MGM to drive fans and VIPs to MGM properties by making MGM the “Official Pre-Game and Post-Game Destination of the Raiders.” The Raiders would deliver this message exclusively to MGM through our marketing channels: social, digital, television, radio, instadium brand messaging and event marketing onsite at games. Finally, they built a tiered VIP program that segmented a variety of unique experiences (dinner on the field, fantasy camp, etc.) that provided over 1,000+ customer engagements outside of tickets.
MGM Resorts announced their 15-year founding partnership on January 23, 2019 in title fight boxing atmosphere at Mandalay Bay which included appearances from Raiders Alumni and other special guests