MGM: This Is the Life – Bellagio Las Vegas

Justin Luk, Ellery Gitkin

Bellagio, a luxury hotel, launched a campaign in the US to drive reservations, bring in new customers, increase website visitation and break through the noise of the travel rebound.

Campaign details

Brand: MGM ResortsBrand owner: MGM Resorts InternationalEntrant company: McCann - USAIdea creation: McCann New YorkMarket: North AmericaSector: Transport & tourismMedia channels: Social media, Outdoor, Out-of-home, Magazines - consumer, Online videoBudget: 3 - 5 million

Executive summary

Luxury hotel Bellagio has always been synonymous with Las Vegas. It has been the setting for Ocean’s Eleven, Jason Bourne, Bruno Mars’ ‘24K Magic,’ and many more moments throughout pop culture.

However, many perceived Bellagio as a dated icon that couldn’t compete with newer, trendier, and flashier...

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