Overview
Magrino was selected as the launch agency for the Cosmopolitan of Las Vegas, beginning efforts in early 2010. The resort was launching against challenging headwinds – the recession and many financially-challenged developments in the city, visitor traffic down to Las Vegas, and the hailed City Center not living up to expectations in terms of attracting new visitors to Vegas.
Our Solution
Magrino was tasked in designing the national launch strategy, working closely with the resort’s CEO and internal communications team. Magrino leaned heavily into its strong relationships with top editors/publications and produced a multi-page exclusive with Travel & Leisure, which came out weeks before the December opening, building excitement and interests from other outlets ranging from CNBC to Conde Nast Traveler. The strong press leading into the New Year’s Eve launch event (featuring Jay-Z, John Mayer and Coldplay, among others including Kanye West), catapulted the resort into global renown, with its launch event quickly referred to as “the party of the year.”
Results
Magrino continued to work for the Cosmopolitan for over 10 years, including the transition of ownership to Blackstone. Magrino had been tasked with launching 11 additional restaurants and worked with partners including David Chang and Christina Tosi, as well as Block 16, the resort’s urban food hall, the Chelsea entertainment venue, and the Barbershop lounge. Magrino also launched Rose, the resort’s Chatbot (and first one on the Strip), who has become legendary and a trendsetter much in the model of the resort itself, as well as the Boulevard Penthouses, a collection of over-the-top luxurious high roller accommodations, which Magrino launched with a multi-page feature in Centurion, the magazine for American Express Black Card holders.
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