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Working With CityCenter

The Challenge

In early 2009, MGM Resorts International and Kirvin Doak began planning for the December launch of the $8.5 billion CityCenter. But it almost didn’t happen. In fact, CityCenter’s joint venture came within 20 minutes of bankruptcy before MGM Resorts International convinced banks to allow the company to restructure its loan. By June 2009, the opening was back on, and the PR teams were moving quickly toward a December launch that not only staked the companies’ fortunes but also gave hope to a city in dire economic need. The PR team was challenged with delivering an unprecedented consumer launch for CityCenter amidst economic turmoil that hadn’t been experienced since the Great Depression, within the luxury travel category that had been hit hardest.

Our Approach

Superior advanced planning was core to achieving the unprecedented results necessary to make this grand opening and the development’s long-term business objectives a success. Major strategies included:

  • Proactive announcements and events 6 months out to reveal the destination’s differentiating qualities, features and partners.
  • Advance media relations to establish CityCenter’s launch on media calendars early, generate advance developmental stories during the pre-launch phase and secure attendance for multiple destination openings.
  • High-impact story placements coordinated with opinion-leading media.
  • Multimedia distributions and an online press room to maximize the delivery of news, video and photography.
  • A Launch Week platform of events to secure 150 out-of-market media and serviced 200 in-market media.

What We Accomplished

The campaign generated massive reach and widespread media attention for CityCenter, drawing strong press engagement and momentum for the development. Even in a challenging economic climate, this visibility helped drive steady growth in hotel occupancy and was widely recognized as a key force in reenergizing the Las Vegas market.

  • More than one billion domestic impressions.
  • Total advertising value of publicity generated worth more than $34 million.
  • 3,464 feature articles and TV airings.
  • Despite the worst economic conditions Las Vegas has ever seen, occupancy rates for CityCenter’s hotels continue to grow each quarter and are currently in the 80% range and trending higher.
  • More than 150 out-of-market short-lead media and 200 local market journalists joined us for media events and more than 150 national and international out-of-market long-lead media attended CityCenter’s January Media Week to experience each of its properties in-depth.
  • City officials and industry experts widely hailed CityCenter’s international publicity as a catalyst to reinvigorating the Las Vegas market in 2010.
The Results

The campaign generated massive reach and widespread media attention for CityCenter, drawing strong press engagement and momentum for the development. Even in a challenging economic climate, this visibility helped drive steady growth in hotel occupancy and was widely recognized as a key force in reenergizing the Las Vegas market.

Project Highlights
  • More than one billion domestic impressions.
  • Total advertising value of publicity generated worth more than $34 million.
  • 3,464 feature articles and TV airings.
  • Despite the worst economic conditions Las Vegas has ever seen, occupancy rates for CityCenter’s hotels continue to grow each quarter and are currently in the 80% range and trending higher.
  • More than 150 out-of-market short-lead media and 200 local market journalists joined us for media events and more than 150 national and international out-of-market long-lead media attended CityCenter’s January Media Week to experience each of its properties in-depth.
  • City officials and industry experts widely hailed CityCenter’s international publicity as a catalyst to reinvigorating the Las Vegas market in 2010.