Sunset Soirée:
The Potomac Plaza
Sunday, August 28, 2023
4:00 p.m. - 8:00 p.m.
Company: MGM National Harbor
Project Category: Event Branding
Project Overview: Sunset Soirée was an outdoor banquet event designed to celebrate and reward MGM National Harbor’s VIP casino players for their loyalty. In my role as a Brand Marketing Specialist, I led my team in the development of event branding materials for the Sunset Soirée, providing comprehensive guidance on branding strategy, written messaging, and creative direction, to ensure the seamless production of promotional materials and day-of event collateral.
As a result of my strategic efforts, the event saw remarkable success, surpassing its initial goal of achieving 1,600 attendees by more than 300. As I further collaborated with my team to produce materials which focused on enhancing the guest experience, we were also able to address challenges from previous events, which pertained to wayfinding, line que management and expectation management.
By implementing clear signage and communication channels, we enabled guests to seamlessly navigate the event space and set accurate expectations for the event ahead. This meticulous approach not only improved overall guest satisfaction but also ensured that attendees fully embraced the essence and proposition of the Sunset Soirée, further cementing its success and reputation as a premier event at MGM National Harbor.
Project Parameters
Event Theme: Summer Sunset
Attendee Goal: 1,600 Attendees
Creative Budget: $5,000
Production Timeline: 8 Weeks
Promotional Materials
Direct Mail
The adjacent bifold mailer was written by myself and designed under my direction by the project’s designated Graphic Designer. While the mailer was designed to capture the beauty and radiance of a summer sunset, its copy was written to convey the event’s basic details and value proposition. Together, the design and copy served as an upscale invitation to MGM National Harbor’s second ever VIP appreciation event. This invitation was delivered by mail to 15,593 qualified recipients. Ultimately, the event had more than 950 VIP players in attendance (alongside their plus ones) with the original goal being 600 attendees.
Executive Host Communications
To ensure that VIP players were informed of this event, digital flyers were shared with Executive VIP Hosts whose positions require that they communicate upcoming events, promotions and offers to the VIP players that they are assigned to service. Once hosts were in possession of these flyers, they were able to share them with their players via text and email.
Wayfinding Signage
Given the number of guests that previously reported difficulties navigating the Potomac Plaza during outdoor VIP events, directional signage was designed to help guests navigate the event layout. In providing a site map, as well as wayfinding signage, vendor indicators and line que signage, guests were enabled to find different food, beverage and activations stations without the mass confusion experienced in previous years.
Informational Signage
In addition to wayfinding signs, informational tall signs were designed and printed on 7’x2’ foam. core boards so as to inform guests of important information pertaining to check-in, event entry, scheduling, drawings and prizes structures.
Digital Signage
To unify the event's creative elements and messaging, we displayed the event creative on the property’s exterior marquee, which was positioned in the center of the event space. This digital signage not only highlighted the event branding, but also welcomed and conveyed gratitude to guests in its messaging, reinforcing the event as an expression of VIP appreciation.
Event Displays
Event displays were designed in collaboration with an external vendor and were inspired by the event’s creative branding guidelines which employed a green, orange and pink color scheme, reminiscent of a summer sunset. Displays not only served as a decor, but also as photo opportunities allowing guests to capture memorable moments against a visually striking backdrop.
360 Photo Booth & Props
A 360-degree camera was set up alongside a table of Sunset Soiree themed props, further encouraging guests to interact with the event branding materials and capture and share their experiences online.
360 Photo Booth Graphics
After operating the 360-degree camera (with the help of a promotional model), guests would receive a 15 second video via SMS or email. The video would not only feature the guests as they danced and struck poses in front of the camera, but would also feature a green border which would highlight the company and event’s branding, raising brand awareness for MGM National Harbor if guests ended up sharing the footage online.
