Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program? How do we entertain from behind closed doors? When the entertainment capital of the world shuttered due the COVID-19 pandemic, we needed to find a way to engage and uplift our audiences — and we know they needed us to deliver in difficult times. So we brought our amenities and entertainment online. We tapped into our global agency McCann to support us in the development of a marketing framework that put consumer sentiment at the forefront and allowed us to flex our messaging across channels as the global climate ebbed and flowed. We launched a multi-channel campaign called “Together at home” featuring at-home recipes and videos from our chefs, messages from our entertainers, virtual DJ sessions and coverage of record-breaking perishable goods donations. Weekly "Tune-In" emails were sent to tease up what content to be on the lookout for that week on social as well as a highlight of our efforts in the community. Additionally, even though our buildings were closed, we included messages of hope and resiliency through lighting up hotel rooms and marquees to display hearts and messages on our buildings.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Social Media: • Over 1.9k social posts for Together at Home & CSR content across the enterprise • Over 200 videos produced • 48 live-streams • Total engagements: 344,000 (we observed 200%+ increase in engagement rate when compared to pre-COVID content) • Video views: 4.3 million Email: • Each deployment had custom content for our regional and Las Vegas markets • Each campaign deployed to an average 3.7 million guests, with a total reach of 18.6 million guests over the 5 email campaigns • Average 17% open rate across all emails

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Entry TitleMGM Resorts International

DivisionIntegrated Marketing Campaign - Integrated Marketing Campaign

CategoryIntegrated Marketing Campaign