The Las Vegas tourism board Tuesday approved hundreds of millions of dollars spread out among five contracts related to global marketing, social media, and market and visitor research.
The Las Vegas Convention and Visitors Authority Board of Directors approved a three-year agreement to continue with R&R Partners. It’s worth $309 million, with one optional two-year extension in the amount of $221 million, for advertising, marketing, and communications services.
The Board also approved a three-year agreement with Grey Group in the amount of $122 million, with one optional two-year extension in the amount of $106 million for social, advertising, special events, and marketing services.
In addition, the Board approved a three-year agreement with YKONE for $18.5 million, with one optional $14 million two-year extension for social-partnership services. YKONE is a global influencer and social-marketing agency, founded in 2008, with its headquarters in Paris, and has a rapidly expanding international footprint. YKONE’s U.S. headquarters has been based in Las Vegas since 2022.
The LVCVA said YKONE is widely positioned as one of the world’s leading influencer marketing groups – particularly in luxury, travel, and lifestyle – capable of executing large-scale multi-market campaigns with hundreds of creators while maintaining localized cultural relevance through its global office network.
The Board approved a three-year agreement with Frequency Pictures for $12 million, with one optional $10.5 million two-year extension for production services. Frequency Pictures is a Las Vegas-based full-service production and experiential company founded in 2011, known for commercial content and large-scale event execution. The 15-time Emmy Award–winning team at Frequency specializes in campaign production, branded storytelling, and social/digital content, with a distinct strength in blending cinematic production with real-world activations. The Frequency portfolio spans major Las Vegas moments, sports, and destination campaigns, “positioning it as a go-to partner for complex, high-visibility work that requires both creative and operational execution at scale,” according to the LVCVA.
The Board approved a 30-month contract with Heart+Mind Strategies for $2.55 million for market-research support. The LVCVA conducts ongoing research studies in support of the organization’s marketing programs and to support the southern Nevada tourism industry at large. For more than a decade, Heart+Mind Strategies has provided valuable market research support to the LVCVA through the Las Vegas Monitor Tracking project. The project enables the LVCVA to evaluate advertising awareness and impact, destination brand metrics, and traveler sentiment through consistent national and regional survey data.
Currently, the LVCVA conducts these surveys annually for Las Vegas and on a staggered every-other-year basis for Laughlin and Mesquite, Nevada.
