Bellagio partnered with celebrity influencer, Tan France, to showcase the world of elegance, opulence, and aesthetics when visiting Bellagio Hotel & Casino. Tan's engaging persona seamlessly harmonized with the enduring sophistication of Bellagio, presenting the entirety of the property through a prism of unparalleled luxury.
Utilize Instagram’s collaboration feature to deploy overarching Instagram Reel via Bellagio, and Tan France’s Instagram account, coinciding with the premiere of Tan’s show. The strategic vision behind this video production was meticulously shaped by drawing inspiration from Tan France's profound expertise in luxury and fashion. This decision was thoughtfully aligned with Bellagio's foundational pillars, creating a seamless integration of his refined sensibilities with the timeless nature that defines the essence of Bellagio. Supplementary to the short-form video, Tan France deployed an additional two videos in collaboration with MGM Rewards and two other Instagram carousel posts featuring the individual earning opportunities with MGM Rewards loyalty program and venue locations, thus furthering awareness and excitement for the program overall.
The Bellagio video showcased Petrossian Bar, Club Privé, the pool, interior/shops, Bellagio Gallery of Fine Arts, and The Garden Table in the heart of the conservatory. The MGM Rewards makeover video showcased various locations: Bellagio Fountains, food and beverage venues such as Spago, The Mayfair Supper Club, retail outlet- Capri, and the casino. The additional two Instagram posts featured Tan’s suite at Bellagio, The Mayfair Supper Club, Bellagio Fountains, and Spago. The MGM Rewards pool season video showcased Bellagio’s pool and amenities, offering valuable tips for enjoying pool season.
This content was further amplified through paid media flighting to extend its reach and increase awareness while driving traffic to our MGM Rewards and Bellagio websites. This content was delivered to a broader audience with our key market area and positioned MGM Rewards as a staple luxury brand and its connection with Bellagio as the face of luxury.
The social media flight was deemed successful, resulting in 5.0M+ total impressions/video views, a reach of 4.15M+ users, an engagement of 85.7K+ (likes and comments), and a $160K estimated media value. This content delivered a strong engagement rate within Meta, noting that Tan’s audience was drawn to highlighting luxury content. Lastly, the campaign provided our target audience with education on MGM Rewards earning opportunities, benefits, and perks all while reinforcing MGM Resorts International’s belief that entertainment is a fundamental human need.
