MGM Resorts International announced today the expansion of its relationship with McCann, with the agency adding MGM’s regional resorts and casinos to its roster, including Beau Rivage and Gold Strike in Mississippi as well as the upcoming 2018 launch of MGM Springfield in Massachusetts.
The move acts as a further consolidation of MGM’s agency assignments with McCann, following McCann being named agency of record for MGM International’s Las Vegas brands in November of 2015 and McCann Detroit winning AOR duties for MGM Grand Detroit that April. It also comes on the heels of the launch of MGM National Harbor in Maryland earlier this year.
“With its growing portfolio of destinations, it’s an exciting time to be tasked with raising the profile of the already iconic MGM brand,” McCann New York managing director and McCann XBC president Devika Bulchandani said in a statement. “We look forward to developing fresh, innovative creative to tell MGM’s story as the leading entertainment brand — both inside and outside of Vegas.”
“We have been focused on reinventing ourselves around entertainment with a strategy that takes that model to a whole new level,” added MGM Resorts International chief experience and marketing officer Lilian Tomovich. “Following the successful launch of MGM National Harbor, we look forward to expanding our relationship with McCann to drive experience and entertainment at both our new and existing regional brands.”