MGM MIRAGE appointed a communications consultancy to launch its online gaming brand PlayMGMMIRAGE.com in the UK market. The consultancy used media relations and PR strategies to build brand awareness and a positive presence. This included securing relevant media coverage across various business and technology publications. As a result, the brand saw a significant increase in website traffic, delivering a ROI of over 3000%.

1. MGM MIRAGE case study B2B media relations and PR

2. About

3. MGM MIRAGE MGM MIRAGE Online is a subsidiary of MGM MIRAGE, the entertainment, hotel and gaming company based in Las Vegas, Nevada. Operating for over 30 years, it owns and operates 15 casino properties

4. MGM MIRAGE Online Established in August 2001, MGM MIRAGE Online was created to undertake the management of interactive gaming site PLAYMGMMIRAGE.com and its development, deployment and operation in the UK

5. Brief

6. UK launch MGM MIRAGE appointed us to launch the PlayMGMMIRAGE.com brand in the UK and support the MGM MIRAGE Online brand ensuring it remained visible across business, consumer, government et al

7. Approach

8. Media relations and PR MGM MIRAGE Online’s profile was managed with media relations and PR A focus on spokespeople using subject matter relating to the launch of new products ensuring it was featured in targeted media

9. Marketing material We wrote copy for press releases, biographies, marketing and media This was used for the brand to pitch to media for guest speaking features and dedicated articles on gaming and casinos

10. Building a framework We created case studies and used the launch to work with targeted media New products reviewed by the UK’s revered magazines and journalists Demonstrated the brands strengths, lifestyle and culture

11. Tackling the issues Addressed environmental and seasonal trends using the expertise of spokespeople to convey knowledge; building confidence with stakeholders Reinforced MGM MIRAGE brand in business media

12. Forefront of marketing Media relations addressed how services were promoted via its marketing Sharing campaigns and activity being at the forefront of the industry Positioned to lead a competitive market successfully

13. Impact

14. Brand presence We successfully created a positive brand presence in a new and challenging market when the subject matter was deemed sensitive and where the Government and other stakeholders were being lobbied

15. Making an impact We secured coverage across business, digital, technology and trade titles Such as ATE, brandrepublic, Online Casino News, New Media Age (NMA) and the front page cover and in-depth feature in Revolution

16. The value of comms Achieved positive and impactful media coverage across print and online Drove significant and relevant visitors to the MGM MIRAGE Online website The activity was delivered a ROI of 3216% for the brand

17. Launch with us Even established and well-known companies need to step up and approach launches as if it was their first. Learn with us how to consistently get your message across with our contacts, know-how and skills

18. MGM MIRAGE props “ Elemental's management of the MGM MIRAGE Online and PLAYMGMMIRAGE.com brands is creative, proactive and is above reproach.” James Hilton, director of marketing, MGM MIRAGE

19. Elemental profile

20. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

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