Monte Carlo Resort and Casino
The Interactive Team at thelab Revamps Monte Carlo's Web Presence by Creating an Experience Based Site.
thelab was tasked with creating an innovative online experience to engage potential guests for the The Monte Carlo Resort and Casino in Las Vegas. Years without advertising combined with the onslaught of new, highly publicized hotels left the centrally located property in the back of consumer’s minds. Launched in 2009, the “Unpretentiously Luxurious” advertising campaign gave the resort an identifiable brand personality however, the website experience lagged behind. We needed the website to communicate the idea of high-end experience without the burden of high-end rates. The messaging was geared for the “Savvy Luxury Experiencers” - those seeking higher-end experiences while still feeling welcome. thelab executed a secret shopper mission which helped us understand which experiences should be reflected in the website’s content.
The site immersed users by using video and imagery that brought the hotel to life. The site featured informational tools like rotating promotion modules showcasing special events and offers, a floating calendar-based booking engine, and recommendation pods, suggesting and stimulating entertainment reservations during the booking process. The site was highly scalable utilizing an advanced CMS that allowed daily promotional and content updates as well as room for future site growth.
All goals were achieved with the site redesign and the site surpassed metrics achieved from the previous website. Our first goal was to create an emotional connection for viewers. Traffic to the promotions page saw a 137% increase and 56% of those who watched the videos said they would “definitely book” with the Monte Carlo on their next trip. Goal two was to immerse users in the Monte Carlo experience which resulted in a 17% increase in page views, a 17% jump in the amount the time users spent on the site and a nearly 11% decrease in bounce rate, proving visitors were finding what they were looking for more quickly and efficiently. Lastly we were able to increase dining reservations by 113% through the website booking engine and there was a nearly 12% traffic increase to the booking engine calendar.
