Summary

MGM National Harbor has been the market leader in Maryland casino gaming since we launched it in the fall of 2016. The property's first full month launched it to #1 share in revenue, capturing 38% of the market by the end of its first year. On the heels of this wildly successful launch, our new challenge was to drive further incremental growth. We had succeeded in establishing MGM National Harbor's position, but after observing dramatic swings in midweek foot traffic — compared to crushing weekend crowds — we found an obvious but untapped business opportunity.

Unlocking growth wouldn't come from proving MGM National Harbor was superior, but rather giving the hardworking yet reserved residents of DC, Maryland and Virginia permission to break out of their weekend-only entertainment mindset. Through a series of comedic personas representing the Days of the Week, we combatted traditional perceptions with serialized highlights of all MGM National Harbor had to offer.