The Monte Carlo, positioned in the middle of the Las Vegas Strip, was in a tricky spot. T-Mobile Arena, The Park and The Park Theater were being constructed right outside their front door, promising to bring hopping energy and hoards of tourists and locals. The property was also scheduled to be renovated and rebranded by MGM Resorts International, ultimately gearing it toward a new audience. The rebranding was still a few years away and the entertainment venues openings were nearly a year away, and in the meantime, they still needed to drive business from portions of their existing target audience and tell people why they should stay at the Monte Carlo. We positioned the property via digital banners and on-property messaging as an unpretentious, comfortable place with quality amenities, smack dab in the center of the Strip, which gave people the most for their allotted “Vegas time & budget”. An amazing place to mix it up and have an adventure, right in the middle of Las Vegas.
