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 MGM National Harbor

Case Study

mgm national harbor out of home station domination advertising in washington dc
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MGM National Harbor saw significant results during the duration of the campaign. MGM garnered $62M, a single-month gaming record and saw a 20% increase in revenue year over year in the DC metro area.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

MGM National Harbor successfully inserted the brand into relevant happenings in the DC Metro region, delivering contextually relevant, impactful messaging on key dates with elevated ridership. As a result, MGM reached it's goals by growing weekday visitation, attracting non-gamers to the property, and shifting perception to show that MGM National Harbor is more than just a casino.

Details

Market: Washington, DC

Media Buy: Station Domination, Digital Liveboards, and Posters

Rational

On the one year anniversary of its grand opening, MGM National Harbor wanted to continue the excitement of their top tier entertainment experiences. MGM National Harbor utilized OOH to grow weekday visitation, attract non-gamers to the property, and to show that MGM is more than just a casino.

Results

MGM National Harbor saw significant results during the duration of the campaign. MGM garnered $62M, a single-month gaming record and a 23.2% increase year over year. They also saw a 20% increase in revenue year over year in the DC metro area and received a 20% increase in average weekly participation on casino promotions.

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