Park MGM

MGM tapped Virtue as their creative partner to launch a first of it’s kind hotel in Las Vegas. They wanted to stand for a different kind of Las Vegas, free from the debauchery, and nightclubs. Our answer was a 360-degree creative narrative built around romance, fate, and chance that extended across digital, experiential, earned, owned, editorial and above the line touchpoints.

From partnering with cinematic giant Michel Gondry on a series of short films, to captivating New York City with a search for a Craigslist Missed Connection the go-to-market launch of the Park MGM tugged at the heartstrings of those that still believe in the magic of chance encounters.