How to Vegas 2.0
Shining a light on the “Vegas 2.0” guest experience, a fresh new take on modern luxury that goes beyond what people expect of the city that never sleeps
Relaunch and redefine the concept of modern luxury in Las Vegas
Shining a light on the “Vegas 2.0” guest experience, a fresh new take on modern luxury that goes beyond what people expect of the city that never sleeps
MGM invested $9 billion in creating a new luxury experience with ARIA in Las Vegas. However, despite initial campaigns, they struggled to gain sufficient traction as ARIA did not align with people's existing expectations of a Vegas experience.
We recognized that within its walls ARIA offered unique and hidden indulgences that set it apart from typical Las Vegas offerings. These exclusive experiences, ranging from spa treatments to internal culinary delights, needed to be showcased to attract and captivate visitors seeking a different Las Vegas experience.
Our team developed the tagline "This is how we Vegas" to showcase ARIA as a destination that provides a fresh, luxurious and modern Las Vegas vacation experience. Through multiple campaigns, we highlighted ARIA's unique offerings, allowing guests to enjoy Las Vegas differently.
4%
gross revenue increase for the property
10%
increase in transient bookings YoY
8%
average room rate increase
96%
favourability score with the new brand campaign
