Project Details
Company: MGM National Harbor
Project Category: Digital Advertising
Platform: Locala via Trade Desk
Responsibilities: Advertising Strategy, Creative Strategy, Copywriting
Project Overview
Background: MGM National Harbor stands as the DMV’s premier luxury gaming and entertainment destination. With market dominance and brand prestige, it remains a leading force in the region's competitive landscape.
Problem: Despite its leadership in the region, MGM National Harbor faces growing competition - from emerging gaming resorts in Northern Virginia and more established competitors across D.C. and Maryland. With new and existing competitors vying for market share, it is critical that the company reinforce its position as the ultimate luxury gaming and entertainment experience within the DMV area..
Solution: To address this competitive landscape, I developed a highly targeted digital conquesting campaign across the demand-side platform, The Trade Desk. My goal was to engage high-value prospects with digital display ads at precisely the right moments - while they were at competitor properties or shortly after.
By leveraging geofencing and programmatic display advertising, I delivered strategic messaging that highlighted what each competitor lacked, positioning MGM National Harbor as the superior alternative with luxury gaming experiences and all-in-one entertainment.
The campaign was structured into three distinct audience groups, each receiving tailored creative to highlight MGM National Harbor’s unique advantages:
Group 1: The Rose Gaming Resort
Competitor Overview: The Rose is an emerging gaming resort that primarily offers slot machines. While it offers a gaming experience, it lacks the full range of live table games that high-end casino guests seek.
Competitive Messaging: Table Games Messaging
Strategic Rationale: As The Rose does not offer live table games, I positioned MGM National Harbor as the premier destination for a true luxury gaming experience with live dealers, high-stakes play and an upscale casino atmosphere.
Group 2: Maryland Live! Casino & Hotel, Horseshoe Casino and Hollywood Casino Charles Town
Competitor Overview: Each of these casinos offer a competitive gaming environment, but lack the full luxury experience and exclusive perks found at MGM National Harbor. Their loyalty programs and entertainment options are not as expansive or high-end.
Competitive Messaging: Exclusive Experiences Messaging
Strategic Rationale: By focusing on luxury experiences provided by MGM National Harbor’s fully integrated resort, I reinforced the property’s unique value proposition - not just gaming, but an elite lifestyle experience that competitors can’t match.
Group 3: The Wharf
Competitor Overview: The Wharf is a popular waterfront district known for its dining, entertainment and nightlife but lacks a casino or true luxury resort component. Many visitors go there for a social and leisure experience.
Competitive Messaging: All-in-One Experience Messaging
Strategic Rationale: To attract visitors looking for a complete entertainment destination, I positioned MGM National Harbor as the ultimate all-in-one experience, offering luxury gaming, world-class dining, live entertainment and a premium resort, all in one location.
Execution & Technology
Programmatic Ads: These digital display ads were powered by Locala and distributed in various sized by the demand-side-platform, The Trade Desk. As a result, they were distributed online across thousands of premium third-party publishers, such as CNN, The Washington Post, USA Today and YouTube.
Geofencing Strategy: Ads were served to users while they were at competitor properties and to those who had visited each property within the past 30 days.
Custom Creative Design: Ads were tailored to emphasize MGM National Harbor’s unique offerings versus each competitor.
Expected Impact
Although results are pending, this hyper-targeted campaign is expected to:
Increase brand awareness among competitor audiences.
Drive higher engagement from qualified gaming and hospitality customers.
Reinforce MGM National Harbor’s position as the premier gaming and entertainment destination within the DMV region and beyond.