MGM Collection with Marriott Bonvoy

las vegas unlocked

WHAT WE DID

Experiential Design

Big Idea Concepts

Logo Design
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Merch Design

Packaging Design

Brand Ambassador Uniforms

Guest Flow Mapping

To promote the MGM Collection and Mariott Bonvoy strategic alliance, we concepted and designed LAS VEGAS UNLOCKED at the 2024 Formula 1 Las Vegas Grand Prix. This experiential activation took full advantage of a 30'x10' consumer activation space outside the ultra-exclusive Bellagio Fountain Club. From a premium build to exciting surprise and delight moments for over 4,000 guests, we broke through the clutter during race weekend.

A couple opening a locker and winning a prize at F1 Las Vegas Grand Prix
A bartender pouring champagne at Las Vegas Grand Prix F1 brand experiential activation

THE EXPERIENCE

A concierge at the front desk greeted guests, offered a welcome drink, and educated them on the new strategic alliance. They were asked to show their Marriott Bonvoy app or prompted to download it. They were then handed a key and allowed to open a locker unlocking prizes ranging from tickets to Cirque de Soleil, access to the Fountain Club, Mercedes-AMG PETRONAS Formula One merch, as well as custom hats and beanies.
Las Vegas Unlocked floorplan at F1 Las Vegas
Jabbawockeez at Las Vegas F1 Grand Prix
Blue Man Group at Las Vegas F1 Grand Prix
Woman opening a locker at Las Vegas Unlocked brand experiential activation at F1 Las Vegas Grand Prix
Woman opening a locker at Las Vegas Unlocked brand experiential activation at F1 Las Vegas Grand Prix

BRANDING

The approach for the overarching brand identity of this activation was to elevate the experience to match the elegance of the F1 crowd and the sophistication that MGM and Marriott Bonvoy are known for. We left no detail unattended. We designed a new Las Vegas Unlocked wordmark, a keychain wall that became a photo moment, brand ambassador uniforms, signage, coasters, coffee cups, and bottled water.
A wide shot of MGM Collection by Marriott Bonvoy's Las Vegas Unlocked brand experiential activation at the F1 Las Vegas Grand Prix
Las Vegas Unlocked logo - black on gold
Las Vegas Unlocked logo - gold on black
Las Vegas Unlocked bar setup with custom coasters
A woman holding a prize won at MGM Collection with Marriott Bonvoy's Las Vegas Unlocked brand experiential activation at Las Vegas F1 Grand Prix

VIP SILK SCARVES

To top it all off, we designed a short run of commemorative silk scarves for the client's top guests. These were elegantly packaged and placed in their rooms upon arrival with a welcome letter.
A woman waving a silk scarf that she won at Las Vegas Unlocked.
Bandana design from MGM Collection with Marriott Bonvoy's Las Vegas Unlocked F1 brand activation

CREDITS

Client: Marriott Bonvoy

Experiential & Account Management: Multiplier
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Renderings: Eunhae Kang
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Photography: Rye Clifton

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