MGM MIRAGE launches re-branding campaign


Published: June 16,2010

Tags: branding, casinos, gaming

LAS VEGAS — MGM MIRAGE shareholders have approved a proposal to re-brand the hospitality company MGM Resorts International. In addition, the company announced that it would re-launch its Players Club loyalty program as M life.

“We believe this evolution honors our entertainment heritage, better represents the growing global presence our company has today and positions us to move forward under a unified brand strategy,” said Jim Murren, chairman and CEO of MGM Resorts International. “The new MGM Resorts International name will create better clarity and awareness for our collection of assets globally thereby maximizing our best-in-class portfolio of resorts.”

The expected rollout of the M life Players Club is late summer in MGM Resorts’ U.S. regional markets and this fall in Las Vegas.

The new corporate name is effective immediately. As part of the brand development, the company unveiled a new, contemporary logo.

The company’s stock symbol, MGM, remains unchanged.

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