How does a casino become a community?
Beau Rivage Resort and Casino
MGM MIRAGE’s Beau Rivage Resort and Casino features a wide range of experiences – from a tranquil day at the tropical pool to a wild night at the clubs and bars. Like the resort, its audience is equally diverse. From the local gamer in Gulfport who visits the casino for a spin at the slots and a drink at the bar, to the well-to-do boys club from Atlanta that’s seeking a Vegas-like getaway, without the long trip to Sin City. For 7 years, we’ve helped the brand talk with these varied groups using the same voice. And the conversation has always been unpretentious and genuine.
In ‘05, when Hurricane Katrina destroyed the property and the Mississippi Gulf Coast, we knew this was one conversation that wasn’t going to be easy. Most local media outlets were off-line for a substantial time and even when back on air, most residents were without homes, let alone power. Amazingly, our sequential series of 12 billboards on the frequently traveled I-10 was still standing. We knew we had the right medium to start a dialogue, but we needed to be sure we had the right thing to say. Underscoring Beau’s commitment to the Gulf Coast community, we launched the ‘Together’ campaign assuring the region that “together we will support each other, rise above adversity and become stronger.” The overwhelming positive response from the community was heartfelt, honest and incredibly touching. From proud blog entries and employee feedback to passionate letters mailed to the local newspaper editors and to the resort directly, it all showed that we had said the right thing at the right time.
With the opening of other well-financed casinos in the Gulf Coast over the next few years, Beau’s leadership position would be challenged like never before. We needed to re-energize the brand and reinforce that it is a genuine escape from the ordinary. In short, it was time to start a new dialogue. The story we created wasn’t about the 2,100 slot machines, well-appointed guest rooms or high-end steakhouse. It was about how Beau Rivage changes its guests. Whether for a night out or a weekend, the Beau “transforms” guests in more ways than one. At Beau Rivage, you arrive one way and depart a whole other-better-way. This “transformation” was at the heart of everything we had to say. And just like any good talk, we kept it personal.
From mainstream media to a real conversation starter—like turning a baggage belt at the Biloxi airport into the tranquil oasis of Beau’s tropical pool—to targeting a whole city, like Atlanta, with its own specific web-centric discussion, we never let the conversation lag. To this day, Beau Rivage remains the market leader, setting new revenue records all along the way.
