SPRINGFIELD, MA—New Englanders may not have to venture across the country to get a taste of Las Vegas anymore. In hopes to revitalize the industrial city, MGM Springfield is bringing a dose of energy with its multimedia campaign, “This is a First,” giving guests a look into the new hotel’s entertainment offerings.
In the City of Firsts, the one-of-a-kind campaign features a video of a street parade, complete with bellhops riding bellman carts, chefs and other employees dancing, the signature MGM lion prancing and a trendy grandma gambling.
“When creating the campaign, we looked across our MGM Resorts portfolio and identified aspects from multiple properties that would allow us to deliver distinct, new resort experiences in New England,” said Sarah Moore, VP of brand marketing and retail at MGM Springfield. “Springfield has a very rich history of ‘firsts’ and we are eager to now become a part of that story with the opening of the region’s first resort-casino destination.”
Springfield, MA, is a 375-year New England legacy and a home to many notable firsts, as the first Springfield in the country, as well as the birthplace of Dr. Seuss, Merriam-Webster Dictionary, the game of basketball and Indian Motorcycle, among other industrial innovations.
“We are proud to now become another first in the market, delivering an extraordinary resort destination within a community that has been so welcoming,” Moore said.
This storied history has certainly inspired the development of the campaign and its energetic vibe, but history doesn’t come without hardships. Moore said that after tornado devastation in 2011, MGM Resorts drew inspiration from the opportunity to rebuild a historic area and decided to invest in the development of MGM Springfield to create a destination resort and entertainment district in the city’s downtown.
“We are investing in the revival of a great American city with the development of MGM Springfield by creating something we’ve never done before with an integrated resort fused into an existing downtown environment,” Moore said. “We were inspired by the spirit and ambition of the region to revitalize what once was and make it even better today.”
Moore said that the city influenced the hotel’s approach to the brand campaign as well, along with the overall development of the resort, from the special design nuances throughout the property to the entertainment features.
Covering three city blocks downtown, the property includes a seven-screen Regal luxury cinema complex, bowling lanes, a seasonal skating rink and an outdoor marketplace with local art and events, supporting nearby businesses and talent.
MassMutual Center will be the entertainment hub at MGM Springfield. Moore added that the property’s outdoor plaza will also offer seasonal and rotating activations and events with some indoor venues, such as Commonwealth Lounge & Bar, which will feature curated entertainment and local DJs.
MGM Springfield will also honor history through its design and available dining options, giving guests a peek into the past.
“MGM Springfield’s design merges a new building with historical developments like recasting the former hotel to presidents Polk and Buchanan into a steakhouse and restoring a 19th-century arsenal originally built for the Massachusetts militia,” Moore said. “The campaign highlights all of these exciting elements and the flourishing revitalization of Springfield.”
MGM Springfield’s entertainment and dining offerings are nothing short of exciting, according to Moore, which the “This is a First” campaign reflects.
The campaign is featured on TV, print, digital, outdoor billboards and social channels, running throughout the Northeast region of the country. Moore said that the key to this successful brand marketing plan is to conduct extensive research to understand how the consumers in that specific market consume media.
“People consume different types of media throughout their day, whether they see a billboard on their way to work or catch a TV commercial as they watch the evening news,” Moore said. “It’s imperative to understand the channels that resonate. Also, our omni-channel campaign allows us to target numerous consumer segments through multiple media channels, ensuring our reach is broad.”
Moore explained that while people do consume media on different platforms, one brand campaign can reach a wide audience, which is where research comes into play. Radio spots may not target the same people as billboard or TV spots, making it important to understand the market to get in front of as many people as possible.
“The ‘This is a First’ brand campaign is all encompassing, from a TV broadcast spot and print ads to social and digital creative to out-of-home applications along highways and in airports throughout the region,” Moore said. “As with any advertising campaign, we want to make sure we’re targeting the right people, in the right places and at the right time.”
More and more guests are expecting brand campaigns featured across social media platforms, allowing them to readily engage with other users and share content. Moore said that social media and digital efforts are important media to focus on when looking to resonate with the younger demographic, and the goal of the campaign is to reach as many people as possible.
“We understand how frequently people seek and share new content on their social media channels and we want to make sure we’re part of that dialogue. This brand campaign has so many vibrant visuals that it makes sense for us to be an active voice in these spaces to not only share our story but also hear about the experiences of our guests as they visit,” Moore said.
Guests can use hashtags #MGMSpringfield, #MGMResorts and #NewTraditions to make sharing their experiences easy, as well as view what other guests have shared.
“Our campaign highlights all of the exciting elements guests will experience when they visit MGM Springfield, including entertainment, dining and gaming combined with world-class service and employees eager to welcome them through the doors,” Moore said. HB