MGM National Harbor: Every Day Is Monumental

MGM National Harbor, a casino brand, increased visits and spend among customers in the US by launching a series of comedic personas to show them how its brand can help alleviate weekday boredom.

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.

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