Las Vegas tourism board approves over $460 million in marketing, research deals

The Las Vegas Convention and Visitors Authority Board of Directors has approved more than $460 million in tourism marketing, advertising, production, and research contracts aimed at expanding Las Vegas’ global reach.

The board approved a three-year, $309 million contract with R&R Partners for advertising, marketing, and communications services, including an optional two-year extension valued at $221 million.

A separate three-year agreement worth $122 million was awarded to Grey Group for social media, advertising, special events, and marketing services. The contract also includes an optional two-year extension worth $106 million.

The board also approved a three-year, $18.5 million contract with YKONE for social-partnership services, with an optional two-year extension valued at $14 million. Founded in Paris in 2008, YKONE established its U.S. headquarters in Las Vegas in 2022 and specializes in influencer marketing campaigns focused on luxury, travel, and lifestyle brands.

According to the LVCVA, YKONE is regarded as one of the world’s leading influencer marketing firms in the luxury, travel, and lifestyle sectors, with the ability to execute large-scale international campaigns while maintaining localized cultural relevance through its global network of offices.

Additionally, the board approved a three-year contract with Las Vegas-based Frequency Pictures valued at $12 million for production services, with an optional two-year extension worth $10.5 million. Founded in 2011, Frequency Pictures is known for commercial production, branded storytelling, and large-scale event execution. The company’s 15-time Emmy Award-winning team has produced content tied to major Las Vegas events, sports campaigns, and destination marketing initiatives.

Moreover, the board approved a 30-month agreement with Heart+Mind Strategies worth $2.55 million for market research support. The company has worked with the LVCVA for more than a decade on the Las Vegas Monitor Tracking project, which measures advertising awareness, destination branding performance, and traveler sentiment through national and regional survey data.

The LVCVA currently conducts annual tourism research surveys for Las Vegas, while studies for Laughlin and Mesquite are conducted on a staggered, every-other-year basis.