News for the Hospitality Executive
Resorts International Launches M Life Loyalty Program,
Focusing on Experiential Rewards
LAS VEGAS – (January 10, 2011) – Tomorrow, MGM Resorts International will launch M life (www.mlife.com), a loyalty program that leverages the combined power of its resorts in Las Vegas, Mississippi and Detroit. Benefiting from an unmatched collection of amenities, members will enjoy one-of-a-kind experiences exclusive to MGM Resorts, insider privileges, personalized rewards and an aspirational tiered approach with escalating earning potential. M life is launching as a casino rewards club; later this year, it will expand into a full loyalty program recognizing guest spend on hotel stays, shopping, dining and more.
Among many benefits, M life members can earn unique M life moments, including selecting The Fountains of Bellagio songs for a day, enjoying a cameo role in Cirque du Soleil’s Viva ELVIS at ARIA Resort & Casino, serving as a guest DJ at one of Vegas’ hottest clubs at MGM Grand, becoming a dolphin trainer for a day at The Mirage, cooking lessons with Bravo’s Top Chef Masters celebrity chef Rick Moonen at Mandalay Bay, receiving one-on-one dance lessons with world-famous Jabbawockeez at Monte Carlo, and much more.
In combination with its world-renowned offerings, M life uses proprietary analytical technology that better tracks consumer preferences to create individualized rewards that are meaningful to members. If someone attends a Madonna concert, they may receive an offer to Lady Gaga; a George Strait concertgoer may receive an invite to the Country Music Awards at MGM Grand. A fine-dining connoisseur may receive an offer to a private wine dinner. A slot player may receive a FREEPLAY offer, while a table games player will be offered promotional chips.
“M life represents a major shift for MGM Resorts in the way we are engaging our guests,” said Jim Murren, Chairman and CEO of MGM Resorts. “We’ve listened to our customers and designed M life to deliver on their preferences, leveraging a caliber of assets no other resort group can offer. In terms of business impact, M life will enable us to retain a larger share of existing customer spend, activate new customers, increase customer frequency and provide better return on investment for promotional expenditure.”
KEY M LIFE
Kirvin Doak Communications
MGM Resorts International
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