MGM Resorts International

Aria

Aria Las VegasPROJECT: The luxury hotel centerpiece of the new Las Vegas CityCenter development.

ARIA: From opera, an elaborate song for solo voice.

BRAND POSITION: The name Aria perfectly captures the experience of art and elegance that this hotel represents, and maps to the concept of a performance by a star that is nonetheless part of an ensemble. Aria is deftly positioned as the antithesis of the stereotype Las Vegas experience. Think cool and classy, not cheap and trashy, with none of the “theme park” pretense so prevalent in most Las Vegas hotels.

VISIT: Aria

The Signature at MGM Grand

SignaturePROJECT: Name a new three-tower high-rise luxury condo-hotel for MGM Grand Las Vegas.

THE SIGNATURE: The ultimate expression.

BRAND POSITION: These towers are on the MGM Grand property, but have separate check-in and guest services, representing a new standard of luxury in Las Vegas hotels, and the ultimate that MGM Grand has to offer. The name had showcase both the location and the aura of the MGM Grand hotel brand, and The Signature at MGM Grand does just that.

VISIT: The Signature at MGM Grand