ARIA

Category

Travel

Services

Brand Purpose + Positioning

Brand Narrative + Messaging

Graphic Identity

Advertising

Film

Digital

Social

Print 


Production

Communications Planning

Naming + Identity (Restaurants)

Experiential Branding

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A fresh take on destination marketing

MGM spent $9 billion to create a new kind of luxury experience in Vegas. However, after a few years and a few campaigns, they hadn’t gained sufficient traction—mainly because ARIA didn’t fit within people’s current expectations of a Vegas experience. Thats when they turned to Eleven to relaunch the property, rethink the brand, and redefine the idea of modern luxury in Vegas.

While competitors continued to promote over-the-top themes and a “what happens in Vegas stays in Vegas” attitude, we bucked category conventions by shining a light on the 100+ unique indulgences you can get within ARIA—turning them into social, digital, and advertising content that we pushed out to highly targeted segments. The campaign shifted the fortunes of the resort. This Is How We Vegas is alive and well today, years after its conception. 


+15%

Increase in Brand Awareness

96%

Favorability Score

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01 of 02

7%

YOY increase in room revenue

8.8%

YOY increase in web revenue

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