MGM Grand

MGM Grand Casino

The moment you’ve been waiting for has arrived. From the visionaries who brought you the world’s finest resorts comes a multi- sensory experience that marks the evolution of entertainment; MGM Grand Detroit. Surround yourself in timeless design at our new ultra chic hotel and resort-style spa and salon. Or, indulge in a garden of earthly delights at three signature restaurants from legendary chefs Wolfgang Puck and Michael Mina. Then, go beyond the threshold of excitement at five distinct lounges. Spark your imagination in surroundings beyond compare at the all new MGM Grand Detroit.

  • Opportunity

    MGM Grand Detroit’s permanent facility was scheduled to open in October of 2008 – ahead of the competition. This created a huge opportunity for MGM to build affinity for their brand and ultimately build loyalty through their Players Club as the preferred casino in Detroit, before the competition would even open their doors.

    MGM Grand Detroit also had opportunity to gain market share among a non-gaming audience with the opening of two signature restaurants and an upscale nightclub and signature world-class spa.

  • Program Elements

    During construction of the new property, the Agency was hired to localize the MGM Grand brand in Detroit and define the best strategies to build loyalty while growing a robust database of gamers. We had to brand the new property as a Detroit destination.

    Promotional tactics were created to generate buzz and excitement. These included:

    • Carnival of Cash and Cars – Outdoor
    • Scratch off cards
    • Mailers

    With overall market share on the rise, database marketing became crucial to maintaining loyalty. Tactics were implemented to emphasize MGM’s competitive advantages and drive repeat visits. These included:

    • Monthly newsletter with offers
    • E-newsletter programs
    • Smash Mouth – Outdoor

    MGM’s permanent facility was positioned as the one destination for every sensation. MGM Grand Detroit – Ignite Your Senses!

  • Results

    The October grand opening proved to be MGM Grand Detroit’s most successful month. Even with the competition opening their new facilities soon after, MGM Grand continued to gain momentum with “MGM is the Winning Place!”

    MGM’s gaming market share at the end of 2004 was 36.4% – just behind Motor City (36.7%). MGM ended 2007 as the #1 casino in the Detroit market with 38.4%; nearly 2 ½ points ahead of Motor City (36.0%).

    Through 2008, MGM continued to gain market share. Data through May showed that MGM’s market share was 41.4% and monthly average gaming revenue had increased nearly $6 million, or 14% versus the end of 2007.