The billboard shows not only MGM's awareness of a new competitor in the area, but how they now differentiate their casino in the Toledo market by creating additional value – or at least the illusion of it.
Now, traveling to their Detroit casino isn't just a chance to gamble, it's more of a getaway; a change of scenery; a mini-vacation. With only five words - Don't Just Play, Get Away - they've portrayed what could be perceived as a negative - an hour's drive - as a positive: a more complete experience.
Stay aware of changing forces in the markets you serve. New or improved competitors, an evolving economy, the aging of your audience: all present opportunities for you to market your company and its "added value" in new ways, and keep your brand fresh and relevant.