MGM Mirage on hunt for ethnic agency

LAS VEGAS: One of Las Vegas' largest casino operators is in the market for a multicultural public relations agency to implement a national diversity campaign.

LAS VEGAS: One of Las Vegas' largest casino operators is in the market for a multicultural public relations agency to implement a national diversity campaign.

MGM Mirage, which operates 19 casinos, including Bellagio and the MGM Grand Hotel and Casino, issued an RFP last week for an agency to help the company tap into ethnic markets (such as African Americans, Asians, and Indians), according to company VP of corporate communications Shelley Mansholt.

"In 2000, MGM Mirage voluntarily embraced a formal commitment to diversity as a philosophy and business imperative, said Mansholt. "Diversity is a vital part of our future, and the agency we select will be a valuable asset in our commitment to diversity."

MGM declined to comment on the size of the account, but proposals will be accepted until June 17, with an agency chosen by late July. To be considered, the PR firm must be MBE, WBE, or DBE certified by a recognized US certifying agency.

MGM Mirage recently hired Los Angeles-based multicultural ad agency Muse, Cordero, Chen & Partners for a national campaign, also targeting ethnic communities.

In addition to the Las Vegas ventures, MGM Mirage operates the Beau Rivage Resort in Mississippi, and the MGM Grand Hotel in Australia.

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