Park MGM, the new Las Vegas resort from MGM Resorts and Sydell Group, and its creative agency Virtue, know that chance meetings are a big part of the Vegas experience. The resort is banking on people taking chances on romance, even after the fact, with its ‘If It’s Meant to Be’ campaign.
The campaign looks to the iconic online destination where thousands of people take a shot in the dark every day, all in the name of romance: missed connections, often associated with Craigslist.
In the hero film, we see a series of sweeping aerial shots capturing hundreds of human interactions at play in the outside world – on the road, at the resort pool, in a crosswalk, at a movie theater – while a sequence of real missed connections are read by their respective authors: “To the girl drinking the peach tea in the lobby”, “To the guy with the nice arms in the elevator”, “You: blue jeans and boots”, “Me: stocky with a burgundy and gold sweater.”
All are looking for that missed connection, the person with whom they thought they might have a chance.
"With Park MGM Las Vegas we tried to conceive of a place that fosters spontaneous human connections – even romance," said Andrew Zobler, founder and chief executive, Sydell Group.
‘If It’s Meant to Be’ continues with a series of 15-second films giving a more intimate look into individual missed connections. From the woman searching for the one who flashed her a big smile; to the man looking for his perfect match of the curly-haired woman with glasses, these quick spots transport viewers into the exact moment that left an impression in each authors mind. The hope is that each will take a chance at love through this online flirting.
“We zoomed in on the most intimate moments a human can experience and connected it to a city where everything is larger than life,” said Cameron Farrelly, chief creative officer, Virtue. “As Park MGM attracts visitors seeking a different kind of Las Vegas, we wanted to embrace the subtleties that exist behind the bright lights of the city. With some of the most important literature of the modern age being born on the pages of missed connections, it was the perfect place to capture a truth otherwise overlooked.”
To support this notion that Vegas is truly a place for romance and chance, Virtue spoke with millennial Vegas-goers to hear their thoughts on fate, true love and soul mates. The study found that 75% of Vegas goers believe in fate, while nine out of 10 believe true love is out there.
The fate-filled campaign comes on the heels of Park MGM’s 8.2-second film series, 'Las Vegas Love Stories,' depicting whimsical and surreal romance, created in partnership with Virtue and directed by Michel & Olivier Gondry.