Media Strategy & Focus:

• Objective: Drive direct hotel bookings for Bellagio’s seasonal packages (Winter, Spring, and Summer) while reducing reliance on third-party booking sites (Expedia, Kayak, Booking.com).

• Target Audience:

  • High-net-worth travelers, luxury vacation seekers, international tourists (especially from Asia and Europe).

  • Business travelers looking for high-end accommodations.

• Key Differentiator: Exclusive direct booking incentives (e.g., VIP dining credits, spa discounts, suite upgrades).

Media Plan & Execution:

• Platforms: Google Search, Display, YouTube, Facebook, Instagram, TripAdvisor, Programmatic OTT.

• Budget Allocation:

  • 40% Google PPC & Display: Branded keyword search ads + Google Hotel Ads bidding.

  • 25% Social Ads (FB/IG): Custom retargeting based on site visitors and past bookings.

  • 20% YouTube Pre-Roll: 15-second immersive ad showcasing Bellagio’s fountains, luxury suites, and fine dining.

  • 15% Programmatic OTT: Served ads on Hulu, Roku, and connected TV devices to high-income travelers.

Creative & Messaging Approach:

• Tagline: “A Stay Like No Other”

• High-gloss visuals showcasing luxury suites, Michelin-starred dining, and the world-famous Bellagio Fountains.

• Localized messaging (e.g., Mandarin-language ads targeting Chinese tourists).

• Dynamic pricing integration: Google & Facebook ads displayed real-time room rates & availability.

Results:

• 28% increase in direct hotel bookings, reducing OTA commissions by $1.8M.

• $4.2M in incremental revenue from luxury suite bookings.

• 8.5X ROAS on paid search campaigns.

• 46% engagement increase on Instagram stories, driving direct swipe-up bookings.

Media Strategy & Focus:

• Objective: Sell out all 12 concert dates at the MGM Grand Garden Arena for Bruno Mars’ Vegas residency.

• Target Audience:

  • Millennials, pop music fans, past concertgoers at MGM Grand events.

  • High-spending VIP club patrons likely to purchase bottle service packages.

• Key Differentiator: Exclusive VIP packages (front-row seats + club access at Hakkasan).

Media Plan & Execution:

• Platforms: Facebook/Instagram, YouTube, Google Search, Snapchat, Twitter, TikTok.

• Budget Allocation:

  • 40% Meta (FB/IG) Ads: Dynamic retargeting based on user engagement + interest in past Vegas concerts.

  • 25% YouTube TrueView Ads: Behind-the-scenes content and tour rehearsal footage.

  • 20% Google Search & Display: Geo-targeted ads for tourists already in Las Vegas.

  • 15% Snapchat & TikTok Ads: Sponsored dance challenges featuring Bruno Mars' songs.

Creative & Messaging Approach:

• Tagline: “Vegas Has Never Been This Funky”

• Energetic video creatives featuring Bruno Mars’ biggest hits, synced with dynamic ticket pricing updates.

• Snapchat Augmented Reality (AR) lens allowing fans to wear Bruno’s signature hat & sunglasses.

• VIP upsell messaging: Ads highlighted premium club access and front-row packages.

Results:

• All 12 shows sold out, grossing $53M in ticket sales.

• 6.2M+ video views on YouTube ads, driving a 23% increase in direct ticket sales.

• Snapchat campaign delivered a 14X ROAS, outperforming standard display ads.

• $2.7M in additional revenue from VIP club packages linked to concert ticket purchases.

Media Strategy & Focus:

• Objective: Reignite interest in the decade-old Cirque du Soleil production with a revamped show experience at The Mirage.

• Target Audience:

  • Beatles fans, Cirque du Soleil enthusiasts, older demographics with disposable income.

  • First-time Vegas visitors looking for entertainment options.

• Key Differentiator: Integration of remastered Beatles music and new acrobatics sequences.

Media Plan & Execution:

• Platforms: Google Display, Facebook/Instagram, YouTube, Email Marketing.

• Budget Allocation:

  • 50% Facebook/Instagram: Highly-targeted interest-based ads for Beatles fans and Cirque audiences.

  • 30% YouTube TrueView Ads: Featured new performance sneak peeks to generate hype.

  • 15% Google Display & Search: Retargeting visitors from Vegas travel websites.

  • 5% Email Retargeting: Past ticket buyers received exclusive offers.

Creative & Messaging Approach:

• Tagline: “A Timeless Classic, Reimagined”

• High-energy teaser videos featuring new aerial acts synced to "Hey Jude".

• Countdown campaign—daily social media reveals of new show elements.

• Localized retargeting: Mobile ads targeting tourists staying in Vegas hotels.

Results:

• 20% increase in ticket sales YoY following the revamp.

• 12X ROAS on social media ads, outperforming standard Cirque campaigns.

• 40% of show attendees were first-time Cirque du Soleil ticket buyers.

Media Strategy & Focus:

• Objective: Drive reservations for Michelin-starred restaurants across MGM properties (Joël Robuchon, Morimoto, Picasso).

• Target Audience:

  • High-spending tourists and food enthusiasts.

  • Luxury travelers searching for premium dining experiences.

• Key Differentiator: Exclusive chef-curated tasting menus for direct reservations.

Media Plan & Execution:

• Platforms: Google Search, Facebook/Instagram, Yelp, OpenTable.

• Budget Allocation:

  • 50% Google Search Ads: Keyword targeting for “Best restaurants in Vegas”.

  • 30% Facebook Retargeting: Ads shown to MGM guests during their stay.

  • 20% Yelp & OpenTable Sponsored Listings: Direct integration for seamless booking.

Creative & Messaging Approach:

• Tagline: “An Unforgettable Night of Culinary Perfection”

• Cinematic-style food photography & video ads showcasing chefs in action.

• Instagram influencer partnerships with top food bloggers.

Results:

• 25% increase in direct restaurant reservations, reducing reliance on OpenTable commissions.

• $1.5M+ incremental revenue from tasting menu promotions.

Media Strategy & Focus:

• Objective: Drive ticket sales and PPV revenue for UFC Fight Night events at Mandalay Bay.

• Target Audience: Male sports fans, UFC enthusiasts, high-spending VIP patrons.

• Key Differentiator: VIP fight experience packages with post-fight access.

Media Plan & Execution:

• Platforms: Facebook/Instagram, YouTube, Google Search, Reddit.

• Budget Allocation:

  • 40% Facebook & Instagram Video Ads: Fight promo clips + PPV countdowns.

  • 30% YouTube: Fighter interviews and training footage as TrueView ads.

  • 20% Google Search: Geo-targeted ads in sports-heavy markets.

  • 10% Reddit AMA Campaigns: Fighters engaged with UFC subreddits.

Creative & Messaging Approach:

• Tagline: "The Ultimate Vegas Fight Night Awaits”

• Raw, high-energy fight footage to build excitement.

• Limited-time offers on VIP packages boosted urgency.

Results:

• $8.5M in ticket & PPV revenue, exceeding projections.

• 70% of VIP packages sold out in 48 hours.