Circus Circus Enterprises - Mandalay Resort Group
The CompanyCircus Circus Enterprises, Inc. is an entertainment company boasting an array of hotels, casinos and other creative destination resorts.
The Task
Circus Circus had seen its portfolio evolve over recent years with the addition of unique and glamorous properties to its name. With the variety of sites catering to a full spectrum of visitors, Circus Circus weighed the potential benefits and dangers of projecting a new unified corporate image and approached Addison Whitney® to determine the value in a reconfiguration of the component brands.
The Addison Whitney Solution
Brand Strategy
After conducting primary research, Addison Whitney and Circus Circus saw a tremendous opportunity to leverage the existing identities of the individual properties and create a distinct market position for the brand. Market research showed that one property in particular, its luxury flagship “Mandalay Bay“, had accumulated very positive equity. This equity was thus extended to the entire resort group, maintaining a family-oriented message while at the same time pleasing the shareholders with a new upscale image.
Mandalay Resort Group® President Glenn Schaeffer says, “We’re pleased our shareholders agree the time has come for Circus Circus to project a new corporate image. Our goal is to ensure that the properties of Mandalay Resort Group become known as the finest in their respective customer categories.“
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