In late 2008, the M Resort Spa Casino deployed its branded airship to Southern California as part of a strategic marketing campaign to generate awareness for the property ahead of its scheduled March 2009 opening. The blimp was tasked with touring various communities throughout the Inland Empire, including San Bernardino, to promote the $1 billion luxury hotel and casino. The distinctive airship made a notable stop at what was formerly Norton Air Force Base, now known as San Bernardino International Airport.
The journey to Southern California was not without its challenges, as high winds forced the airship to endure a three-day layover in Barstow before it could complete the trip. Once it arrived, the blimp was stationed at the San Bernardino facility for several weeks to serve as a high-visibility promotional tool. By hovering over the region, the M Resort aimed to establish a strong brand presence in the local market, effectively utilizing the massive airship to capture the attention of prospective visitors living outside of the Las Vegas Valley.
The “M Lightship,” as it was known, is no longer in operation. The airship was a promotional tool used exclusively during the lead-up to the resort’s opening in 2009. It was a 178-foot electronic blimp equipped with a massive LED screen that circled the Las Vegas Valley and flew over various cities in the Southwest to generate buzz for the new property. Once the resort opened in March 2009, the blimp finished its promotional run and was retired. It is no longer part of the M Resort’s marketing or amenities.