Opening of CityCenter
The Challenge
In early 2009, the MGM Resorts International public relations team 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 in April 2009 before MGM Resorts International Chairman and CEO Jim Murren convinced banks to allow the company to restructure its loan covenants. 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 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, and within the luxury travel category that had been hit hardest in Las Vegas.
Opening of CityCenter
The Challenge
In early 2009, the MGM Resorts International public relations team 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 in April 2009 before MGM Resorts International Chairman and CEO Jim Murren convinced banks to allow the company to restructure its loan covenants. 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 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, and within the luxury travel category that had been hit hardest in Las Vegas.
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 beginning six 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 from ABC World News and CNBC to USA Today, Financial Times, LA Times and more.
- Multimedia distributions and an online press room to maximize the delivery of news, video and photography to both journalists and consumers.
- Smart broadcast strategy to enable reporters to visit without the costly expense of traveling production, and coordination of multiple live shot locations for the telegenic CityCenter.
- A Launch Week platform of events to secure 150 out-of-market media and serviced 200 in-market media.
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 beginning six 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 from ABC World News and CNBC to USA Today, Financial Times, LA Times and more.
- Multimedia distributions and an online press room to maximize the delivery of news, video and photography to both journalists and consumers.
- Smart broadcast strategy to enable reporters to visit without the costly expense of traveling production, and coordination of multiple live shot locations for the telegenic CityCenter.
- A Launch Week platform of events to secure 150 out-of-market media and serviced 200 in-market media.
Results
- More than one billion domestic impressions
- Total advertising value of publicity generated worth more than $34 million
- 3,464 feature articles and TV airings
- More than 150 out-of-market short-lead media and 200 local market journalists joined us for media events to open Vdara Hotel & Spa (Dec. 1); Crystals Retail & Entertainment District (Dec. 3); Mandarin Oriental, Las Vegas (Dec. 4); and ARIA Resort & Casino (Dec. 16)
- 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
- 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 percent range and trending higher
- City officials and industry experts widely hailed CityCenter’s international publicity as a catalyst to reinvigorating the Las Vegas market in 2010
Over 1 Billion Impressions
Advertising Value
Feature Article and TV Airings
Phone: 702.737.3100
Email: info@kirvindoak.com