CAMPAIGN
MGM's regional properties each served distinct audiences with distinct competitive landscapes and each needed a social strategy that felt local, not like a copy-paste of the Las Vegas playbook. Beau Rivage on the Gulf Coast carried Las Vegas-level polish but needed to feel more accessible, a resort for families and gamblers alike, not just high rollers. MGM Springfield was opening cold in a market with zero awareness. National Harbor had recognition but a complex story to tell around entertainment, dining, and gaming beyond the casino floor.

CONTRIBUTION
I built social and content strategies for key properties within the MGM resorts portfolio, developing social personas, channel strategies, content frameworks, and measurement approaches tailored to each market. This also included running social listening and sentiment analysis to surface audience perceptions and developed the weekday campaign strategy to drive traffic beyond weekend peaks.

RESULTS
In addition to growing and strengthening the social presence of key properties within the MGM portfolio, the National Harbor weekday campaign drove a rise in weekly admissions and revenue per guest, delivering record monthly growth.