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MGM Mirage: Launch of online casinos, gaming & entertainment

UK brand launch and new product PlayMGMMIRAGE.com

Brief

We launched MGM MIRAGE’s PlayMGMMIRAGE.com brand in the UK and supported the MGM MIRAGE brand. Our media and public relations ensured it remained visible to relevant stakeholders whether they were business, consumer, or government oriented.

Approach

MGM MIRAGE Online’s profile was managed with media relations and PR focusing on spokespeople using subject matters related to the launch of new products; ensuring it was featured in specific target media. We managed the production of copywriting for press releases, biographies, marketing and media material we used for the brand to pitch to media for guest speaking features and dedicated articles on gaming and casinos.

Impact

We successfully created positive brand presence for MMGM MIRAGE in a new and challenging market, when the subject matter was deemed sensitive and where the government and other stakeholders were being lobbied by the brand.  Coverage was achieved across business, trade and internet media including ATE, brandrepublic, Online Casino News, New Media Age (NMA) and a front page and in depth feature for Revolution magazine.


Tags: case study, mgm mirage, MGM MIRAGE Online, PlayMGMIRAGE.com, brand launch, launch, UK brand launch