Everyone is welcome here! The Vegas Takes Pride Campaign goal is to spread awareness of MGM Resorts’ commitment to diversity and inclusion through compelling video and photo social content that focused on the joys and celebration of Pride Month in Las Vegas.
This campaign sought out to embolden the LGBTQIA+ community to simply be their true authentic selves. Pride should be a celebration of acceptance and love, where people from all walks of life come together, let loose, and join in shared bliss.
MGM Resorts International produced a short form, social-forward, itinerary-based video featuring an all-LGBTQIA+ cast, showcasing evergreen and Pride Month specific events, offerings, and venues throughout the Las Vegas resorts. Although Pride is a singular month, MGM Resorts strives to celebrate guests, of all identities, all year long.
The video was posted organically on the parent brand social channels and amplified through the individual resort brands. This content was further magnified through Paid Media flighting and continues as in-market creative.
The social media flight deemed successful, resulting in 3.1M+ total impressions, 393K+ video views and a reach of 536K+ users. The audience shared positive sentiment including, “Best way to start Pride Month,” and “love is love!”