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Campaign Imminent: Circus Circus taps PR AOR amid drops in spend (Score 41)

MGM Resorts, soon.

Part of CC's current plans include a new underground loop, which would include 24 miles of tunnels. These would provide routes for electric vehicles (EVs). To improve its safety precautions, MGM is investing in real-time health questionnaires and COVID-related test results and temperature tests. These tests reportedly deliver results in 20 minutes.

So far this year, iSpot reports parent company MGM has already spent around half of what it did in all of last year; its YTD spend has reached roughly $270.2k, and its full 2020 spend reached roughly $592.3k. This shows its spend is already picking back up, having dropped significantly last year from the roughly $2.6m it spent in 2019. Thus far in 2021, its commercials have targeted male, sports-oriented viewers of programs such as NBA Basketball, Game of the Day, NBA GameTime, NBA GameTime Live and NBA TV Marquee Matchup.

According to Pathmatics, MGM's CC brand allocated approximately $6.8k toward digital ads in 2020, another significant drop from the approximately $107.5k it allocated in 2020. Last year, CC earned around 1m digital impressions through Facebook (92%) and desktop display (8%) ads.

Again, CC's spend should pick back up this year now that it has a new PR AOR and a plan to revamp its services. Its drops in spend make sense considering how few people have traveled as often as normal during the global pandemic. Kantar data reveals MGM also promotes its CC brand via OOH and local broadcast. CC's focus on Facebook ads signal that its traditional target demographic of men currently has a strong Gen-Z skew. To reach Gen-Z, the brand may also invest in digital channels such as OTT and/or podcast. CC holds planning conversations in Q4 and buying conversations in Q3.

Agency & martech readers - As you know, PR hires often signal additional upcoming reviews; reach out soon to see what other CC-specific work is available. To the best of our knowledge, the brand receives media buying and planning assistance from McCann.