Case Study: MGM Resorts International Reinvigorates Springfield with Kirvin Doak Communications

MGM Resorts International drives 1,290+ stories in opening week with Kirvin Doak Communications

MGM Resorts International faced the challenge of launching MGM Springfield, Massachusetts's first integrated resort, in a highly competitive market. Following a devastating tornado and a period of economic decline, the project aimed to revitalize downtown Springfield and boost regional tourism. Kirvin Doak Communications was brought on to lead a powerful public relations and marketing effort to establish the resort as both a destination and a symbol of civic rebirth.

Kirvin Doak Communications implemented a multi-layered PR campaign that included a comprehensive media rollout, personalized media engagement, and high-profile events. The strategy successfully generated immense buzz, resulting in over 1,290 original stories during opening week, front-page coverage in major publications, and 315 live TV shots in a 48-hour span. The campaign helped MGM Springfield welcome over 150,000 guests in its first three days and fulfill its promise of revitalization by creating over 3,000 local jobs.

MGM Resorts International