Kathleen Firment,
strategist!
The ask:
Make Gen-Z care about Las Vegas through a social campaign.
The methodologies:
Got to know Vegas, made it look right on social, and cast accordingly.*
*Market Research, Social Design, Influencer Selection
Las Vegas has long been
defined by gambling,
partying and indulgence.
It’s known to be a city built for adults letting loose. When most people think Vegas, they think:
So, Gen-Z doesn't care about Las Vegas. It's not because they don't want to have fun, it's because Vegas hasn't shown them everything else it can be.
While we know Gen Z doesn't like Vegas, we know for sure they love to travel.
It's quite literally their coping mechanism. And when they travel, they do it ALL.
We took the time to understand Gen Z a bit better, and set out to determine what they care about. The answer? A bit of everything.
Most cities, though, only offer one vibe at a time.
Nashville is for country music. Miami is for nightlife. Hollywood is for celebrities.
Vegas can give Gen-Z the everything they're searching for, with the new social campaign
Las Vegas: Everything at Once.
57%
of Gen Z value experiences on their vacation
66%
of Gen Z use social media for vacation inspiration.
So if Gen Z wants to do everything, they need to see that they can.
We'll meet them where they are, on three main social media platforms.
We'll conduct three main engagement strategies:
01. Distributed Content
LVCVA will build out its native channels with organic content, like TikToks flexing all that Vegas has to offer and soft launching the “Everything at Once” sentiment.
02. Consideration-led engagement
Gen Zs don’t engage in comment sections, they interact by sharing Instagram content in DMs and save posts for future inspiration, so we want to build posts that will funnel their browsing towards these behaviors.
Scroll
Save
Return
Share
Each post will address certain aspects of what Vegas can offer:
We'll also put out animated ads on Pinterest to stand out in a sea of travel recommendations.
03. influencer partnerships
Finally, we're partner with influencers to extend our reach to further audiences.
@mandysiphone
@lillianclairee
@ciaramiller___
Why she works:
Unfiltered “come with me” energy makes Vegas feel immediate, enticing, and doable in one night.
Why she works:
Aesthetic, itinerary-driven content that romanticizes every moment in every day.
Why she works:
Brings mainstream visibility and aspirational polish, making Vegas feel culturally relevant and elevated.
EXECUTE
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Fly influencers to Vegas for a long weekend
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Pre-build “Everything at Once” itineraries that intentionally stack experiences.
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Creators vlog their full days, emphasizing how unrealistic it would be to do this anywhere else.
CONTENT
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Daily vlogs (“Everything I did in 24 hours in Vegas”)
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Recap montage at the end of the trip
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Optional GRWM, packing, or post-trip exhaustion content
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On-screen time stamps to visually reinforce how much fits into a single day
FOCUS
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TikTok as primary platform, cross posting on Instagram
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Content optimized for FYP discovery, not polished travel ads
key performance indicators
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Video completion rate
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Rewatch rate
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Average watch time
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Follower growth
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Increased engagement
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Total reach among
18-25 year olds -
Profile clicks
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Save rate
-
Share rate
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Return rate
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Increase in searches for food, sports, art, and attractions in LV
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Growth in organic non-nightlife content
Distributed
Creator Content:
LVCVA Socials
Consideration
Searches