The Evolution of Play arrived in Las Vegas in May with the grand opening of Topgolf’s flagship location at MGM Grand. Topgolf Las Vegas boasts an entertainment complex with four levels, 108 climate-controlled hitting bays, two pools, live entertainment, meeting space and the patented Topgolf game.
R&R’s media efforts began in January with a recruitment plan to help it fill 850-plus positions. Using a multimedia strategy, the campaign helped generate thousands of applicants.
The grand opening media strategy was designed to reach both Las Vegas locals and tourists. Select media channels launched in mid-May as the venue opened, but the full multimedia approach went into effect in June with several high-impact, premium placements. Paid social posts were instrumental in delivering Topgolf’s teaser videos.
The campaign far exceeded some of Facebook’s key benchmarks, including cost-per-view, engagement and organic reach. Paid social media efforts will continue to be an integral part of the strategy as new content and assets become available – as evidenced by the celebrity traffic that it attracted during the recent Billboard Music Awards within days of its grand opening – Blake Shelton and Gwen Stefani, Drake, etc.
In addition, the R&R team is already busy working on media support for Topgolf’s upcoming entertainment schedule to support ticket sales, as well as preparing to execute a visitor profile study via our strategy and insights team.