Business Challenge.

MGM Grand was the first casino resort property in an urban, non-destination market. This required a creative strategy that would to appeal to gamers and non-gamers, and position the new property as a Detroit entertainment destination for locals and regional visitors.

Brand Essence.

Ignite Your Senses.


The MGM Grand brand sets high expectations. We leveraged that brand cache and positioned the new property as an entertainment wonderland — a destination as ambitious as the city of Detroit itself. The heightened sense of anticipation for this new property was utilized as a metaphor for a new level indulgence in luxury and endless excitement. Through extensive focus groups, testing, and the utilization of our Brand Ambition Mapping, the agency devised the branding strategy, naming for all property amenities, and also developed the integrated launch campaign.


The launch generated nearly $2Million in added value and vaulted MGM Detroit to the #1 position in the market, with a share of nearly 40%.