1. Miracle Mile Shops

Miracle Mile Shops
Wanted To Enhance The
Consumer Experience Both
In The Shops And Online

Boasting 1.2 miles of unique shops, restaurants and live entertainment, Miracle Mile Shops at Planet Hollywood Las Vegas is a popular destination on the world-famous Strip that welcomes nearly 70,000 tourists and locals daily.

But it wasn’t always this way.

The Challenge

Before it was a beacon of shopping, dining and entertainment, Miracle Mile Shops was a tired, overly themed shopping center that was just a few stiletto clicks away from three of the highest-performing shopping centers in the nation.

With their core audience being 80% tourists and 20% Las Vegas locals, and our target market changing every three days, we needed a brand campaign that took no prisoners. We got to work.

The Solution

Say hello to Shopulation — A vibrant combination of fashion and energy that screamed “shopping is fun!” and inspired customers to experience Miracle Mile Shops over the competition.

Our campaign was far reaching. While traditional print, outdoor and taxi top executions were important, our audience of tourists was searching online for their next Vegas experience. Search engine marketing (SEM) became paramount.

ScrollHand Mobile

As visitors begin their search at home, VIRGEN also designed and developed a dynamic and engaging website that allowed them to interact with the hottest brand in town before they could say “Vegas, baby.”

We had our customers in the bag. Miracle Mile Shops’ sales increased $114 per square foot or 15%, and their traffic increased by over 4.3 million visitors or 18%.

Evolving the Brand

To maintain Miracle Mile Shops trend-setting persona and the longevity of the brand, we gave it a facelift across all channels.

But we didn’t stop there!

As the user experience also continued to evolve, so did the way Miracle Mile Shops had to engage consumers.

The Objective

Miracle Mile Shops wanted to enhance the consumer experience both in the shops and online. They wanted to provide visitors a one-stop way to interact with the brand while achieving the following goals:

  • Inform users of the events, offers and shops at Miracle Mile Shops.
  • Gather customer data, patterns and trends.
  • Provide answers about everything from store locations to where to find the latest fashions.
  • Increase consumer engagement.
  • Enable new transactions.
  • Increase revenue and engagement for the property, stakeholders and tenants.

The Solution

This answer came in the form of “Jules,” an artificial intelligence (AI)-powered virtual assistant chatbot designed to maintain the Miracle Mile Shops brand while putting customer service at consumer’s fingertips. Consumers could interact with Jules 24/7 from multiple conversational touchpoints: website, SMS, Facebook Messenger.

But Jules was not an ordinary AI assistant. In order to align with the trendy and fresh vibe of the Miracle Mile Shops brand, she was created to feel more like a virtual friend than a “bot.” VIRGEN Digital Brand Marketing became the voice of Jules, crafting messages and answers to reflect her perky, sassy and often cheeky persona.

VIRGEN also designed and launched a complete marketing campaign to announce Jules to the world, including:

  • Email marketing
  • Social media
  • Digital assets
  • On-property signage

The Results

From the launch in summer 2018 to April 2020, Jules received nearly 43,000 messages from more than 26,000 recurring active users/visitors who spent an average of 1 minute and 27 seconds interacting with her.

This digital extension acting as Jules gave consumers a “face” to go along with the Miracle Mile Shops brand and continues to benefit the consumer base and Miracle Mile Shops’ standing with their audience.


The average percentage increase reported on this study are year to date from 2018 to 2019, as the COVID-19 epidemic occurring in 2020 would heavily skew the comparison of data from 2020 to 2019.


From the conception of the chatbot in June 2018 to 2019, there was a 340% increase, signifying many individuals utilizing the chatbot and Miracle Mile Shops benefiting from the use of the chatbot functionality in communicating with their consumer base.

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ScrollHand Mobile

Miracle Mile Shops
Wanted To Enhance The
Consumer Experience Both
In The Shops And Online

Boasting 1.2 miles of unique shops, restaurants and live entertainment, Miracle Mile Shops at Planet Hollywood Las Vegas is a popular destination on the world-famous Strip that welcomes nearly 70,000 tourists and locals daily.

But it wasn’t always this way.

The Challenge

Before it was a beacon of shopping, dining and entertainment, Miracle Mile Shops was a tired, overly themed shopping center that was just a few stiletto clicks away from three of the highest-performing shopping centers in the nation.

With their core audience being 80% tourists and 20% Las Vegas locals, and our target market changing every three days, we needed a brand campaign that took no prisoners. We got to work.

The Solution

Say hello to Shopulation — A vibrant combination of fashion and energy that screamed “shopping is fun!” and inspired customers to experience Miracle Mile Shops over the competition.

Our campaign was far reaching. While traditional print, outdoor and taxi top executions were important, our audience of tourists was searching online for their next Vegas experience. Search engine marketing (SEM) became paramount.

Content Image
Content Image
Content Image

As visitors begin their search at home, VIRGEN also designed and developed a dynamic and engaging website that allowed them to interact with the hottest brand in town before they could say “Vegas, baby.”

We had our customers in the bag. Miracle Mile Shops’ sales increased $114 per square foot or 15%, and their traffic increased by over 4.3 million visitors or 18%.

Evolving the Brand

To maintain Miracle Mile Shops trend-setting persona and the longevity of the brand, we gave it a facelift across all channels.

But we didn’t stop there!

As the user experience also continued to evolve, so did the way Miracle Mile Shops had to engage consumers.

The Objective

Miracle Mile Shops wanted to enhance the consumer experience both in the shops and online. They wanted to provide visitors a one-stop way to interact with the brand while achieving the following goals:

  • Inform users of the events, offers and shops at Miracle Mile Shops.
  • Gather customer data, patterns and trends.
  • Provide answers about everything from store locations to where to find the latest fashions.
  • Increase consumer engagement.
  • Enable new transactions.
  • Increase revenue and engagement for the property, stakeholders and tenants.
Content Image

The Solution

This answer came in the form of “Jules,” an artificial intelligence (AI)-powered virtual assistant chatbot designed to maintain the Miracle Mile Shops brand while putting customer service at consumer’s fingertips. Consumers could interact with Jules 24/7 from multiple conversational touchpoints: website, SMS, Facebook Messenger.

But Jules was not an ordinary AI assistant. In order to align with the trendy and fresh vibe of the Miracle Mile Shops brand, she was created to feel more like a virtual friend than a “bot.” VIRGEN Digital Brand Marketing became the voice of Jules, crafting messages and answers to reflect her perky, sassy and often cheeky persona.

VIRGEN also designed and launched a complete marketing campaign to announce Jules to the world, including:

  • Email marketing
  • Social media
  • Digital assets
  • On-property signage
Content Image

The Results

From the launch in summer 2018 to April 2020, Jules received nearly 43,000 messages from more than 26,000 recurring active users/visitors who spent an average of 1 minute and 27 seconds interacting with her.

This digital extension acting as Jules gave consumers a “face” to go along with the Miracle Mile Shops brand and continues to benefit the consumer base and Miracle Mile Shops’ standing with their audience.


The average percentage increase reported on this study are year to date from 2018 to 2019, as the COVID-19 epidemic occurring in 2020 would heavily skew the comparison of data from 2020 to 2019.


From the conception of the chatbot in June 2018 to 2019, there was a 340% increase, signifying many individuals utilizing the chatbot and Miracle Mile Shops benefiting from the use of the chatbot functionality in communicating with their consumer base.

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