In 2011, a devastating tornado tore through downtown Springfield, Massachusetts – delivering another blow to a city already struggling after decades of post-industrial decline. Once a cradle of American innovation and culture, Springfield’s potential was overshadowed by economic hardship. In the years that followed, MGM Resorts International saw an opportunity not only to build a new kind of integrated resort but also to help restore pride, drive economic growth and boost regional tourism through a bold investment in the city’s future.
KDC & MGM Springfield
The Challenge
With the $960 million MGM Springfield project, the company sought to reinvigorate the heart of downtown. But launching the state’s first integrated resort in a highly competitive New England market – going head-to-head with casino giants like Mohegan Sun and Foxwoods, while racing against the clock before a Wynn project in Boston – demanded a powerful, multi-layered public relations effort. Kirvin Doak Communications was brought on to create a campaign that would introduce MGM Springfield as both a destination resort and a symbol of civic rebirth.
Our Approach
KDC led a strategic, regionally tailored campaign that immersed the team in Springfield’s culture, history and media landscape. The goal: build credibility, establish brand awareness across target markets and ignite excitement across the Northeast. Key strategies included:
- Comprehensive media rollout, from embargoed exclusives and pre-opening sneak peeks to full-scale broadcast planning and an Opening Week media blitz.
- Market immersion trips and research to understand regional dynamics and competitors, aligning messaging with Springfield’s legacy of innovation and resilience.
- Personalized media engagement, including in-person briefings and tours for outlets in Boston, Albany, Worcester, Hartford and New York City to develop early relationships and secure advance stories.
- Post-opening media familiarization trips and staycations, extending the storytelling cycle and expanding national reach.
- Coordination of a high-profile press conference and black-tie gala, with appearances from state and local officials, national executives, celebrity partners and entertainment acts including Blue Man Group and Jabbawockeez.
- Narrative development that fused MGM’s modern luxury offering with Springfield’s historical identity – highlighting connections to cultural institutions like the Dr. Seuss Museum and Basketball Hall of Fame.
What We Accomplished
In the months leading up to its opening, KDC orchestrated a steady cadence of announcements highlighting individual elements of the resort – from food and beverage (F&B) and design to entertainment and retail— generating buzz while giving each component its own media moment. The debut of MGM Springfield was not just a grand opening – it reawakened the community and delivered headlines across the country. Through a layered, compelling and strategic PR campaign, KDC helped transform MGM Springfield from a construction project into a catalyst for civic renewal and a destination for New England tourism.
- Front-page coverage in the Boston Globe, Hartford Courant, The Republican and more.
- National AP syndication picked up by 30+ major outlets across the country.
- Private media tours with 26 top-tier regional outlets.
- 315+ live shots over 48 hours from 10 national, regional and local TV crews.
- 70+ media in attendance for the official press conference.
- CNBC interview with MGM Chairman Jim Murren conducted on-site.
- Surprise celebrity moment with Mark Wahlberg announcing Wahlburgers’ arrival to MGM Springfield.
- A red-carpet gala followed by a dynamic opening moment the following morning with full media coverage, including a parade processional and morning show integrations across multiple states.
- Two successful familiarization trips within weeks of opening, including placements in Condé Nast Traveler and more.
- 1,290+ original stories during opening week across TV, print, online and radio.
- 560 TV segments including 315 live shots in a two-day span.
- 103 journalists hosted throughout Opening Week.
- 40+ media participated in post-opening fam trips.
- 150,000+ guests welcomed in the first three days.
- 1 million visitors reached within 40 days of opening.
- 3,000+ jobs filled, fulfilling MGM’s promise of revitalization and opportunity.
- The Results
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In the months leading up to its opening, KDC orchestrated a steady cadence of announcements highlighting individual elements of the resort – from food and beverage (F&B) and design to entertainment and retail— generating buzz while giving each component its own media moment. The debut of MGM Springfield was not just a grand opening – it reawakened the community and delivered headlines across the country. Through a layered, compelling and strategic PR campaign, KDC helped transform MGM Springfield from a construction project into a catalyst for civic renewal and a destination for New England tourism.
- Project Highlights
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- Front-page coverage in the Boston Globe, Hartford Courant, The Republican and more.
- National AP syndication picked up by 30+ major outlets across the country.
- Private media tours with 26 top-tier regional outlets.
- 315+ live shots over 48 hours from 10 national, regional and local TV crews.
- 70+ media in attendance for the official press conference.
- CNBC interview with MGM Chairman Jim Murren conducted on-site.
- Surprise celebrity moment with Mark Wahlberg announcing Wahlburgers’ arrival to MGM Springfield.
- A red-carpet gala followed by a dynamic opening moment the following morning with full media coverage, including a parade processional and morning show integrations across multiple states.
- Two successful familiarization trips within weeks of opening, including placements in Condé Nast Traveler and more.
- 1,290+ original stories during opening week across TV, print, online and radio.
- 560 TV segments including 315 live shots in a two-day span.
- 103 journalists hosted throughout Opening Week.
- 40+ media participated in post-opening fam trips.
- 150,000+ guests welcomed in the first three days.
- 1 million visitors reached within 40 days of opening.
- 3,000+ jobs filled, fulfilling MGM’s promise of revitalization and opportunity.
Kirvin Doak Communications is a leading communications agency helping brands grow through creative strategy and meaningful storytelling.