Celebrity Cruises and MGM establish cross-marketing venture

Celebrity Cruises and MGM Resorts International announced an agreement to give loyalty club members at each company access to some of the other company’s products.

Celebrity Captain’s Club members will gain benefits and special access to MGM concerts, events, entertainment venues and restaurants. MGM’s M Life Platinum and NOIR members will be eligible for complimentary cruises.

Celebrity CEO Lisa Lutoff-Perlo said the cross promotion would add another incentive to the package of benefits comprising Captain’s Club membership and serve as an introduction to the brand for MGM Resorts loyalists.

Captain’s Club members will get quarterly offers and M Life benefits for each tier, including room discounts, pre-sale access to tickets for concerts and championship fights, exclusive seating at shows and events, priority reservations, special hotel check-in areas and VIP services.

As part of the arrangement, M Life members can earn M Life Tier Credits for onboard slot play on Celebrity ships.

In Las Vegas, MGM operates several resorts, including the Bellagio, Mandalay Bay, the Mirage, MGM Grand and Circus Circus.