Published on: May 13, 2026, 01:15h.

Updated on: May 13, 2026, 01:17h.

• The LVCVA has approved $464 million in marketing agreements, offering options that could elevate total spending to over $815 million
• Longstanding collaborator R&R Partners received the largest allocation ($309M) to manage the city’s international branding and creative direction
• The financial strategy enhances outreach through social platforms, influencer collaborations, and cinematic projects to boost Las Vegas’s appeal for tourists

On Tuesday, the Las Vegas Convention and Visitors Authority (LVCVA) approved five extensive contracts focused on global advertising, social media strategy, influencer collaborations, content production, and research. The combined spending cap reaches nearly $464 million for the upcoming years, with additional options allowing for a potential uptick of more than $350 million.

The five contracts cover the following:

1. R&R Partners ($309 million): The LVCVA extended its longstanding contract with R&R for three years, focusing on advertising, marketing, and communications. Known for creating the iconic slogan “What Happens Here, Stays Here” in 2003, R&R will continue to steer the city’s broad branding and promotional initiatives, including major campaigns. This $309 million agreement includes a two-year optional extension worth an additional $221 million.
2. Grey Group ($122 million): This prominent advertising agency has secured a three-year contract to handle brand strategy, creative direction, and large-scale integrated marketing for the LVCVA. The Grey Group will manage the city’s social media approaches, advertising support, special events, and comprehensive marketing services. This agreement also features a two-year optional extension valued at $106 million.
3. YKONE ($18.5 million): Founded in Paris and having established its U.S. headquarters in Las Vegas in 2022, YKONE will oversee influencer marketing efforts for three years. It includes a two-year optional extension estimated at $14 million.
4. Frequency Pictures ($12 million): Based in Las Vegas, this production and experiential company has obtained a new three-year contract to deliver cinematic commercial content and manage significant events for the LVCVA. Frequency, which has won 15 Emmy Awards, is known for its work on destination campaigns and major Las Vegas projects. Their contract includes a possible two-year extension worth $10.5 million.
5. Heart+Mind Strategies ($2.55 million): Completing the list is a 30-month contract with this Virginia-based research firm dedicated to ongoing market analysis. Heart+Mind specializes in public opinion metrics, brand strategy, and decision-making behavior, supporting the LVCVA’s projects for over a decade. This includes the Las Vegas Monitor Tracking project, which monitors ad effectiveness and brand recognition through annual surveys.

In total, the LVCVA has authorized spending caps reaching $464 million across these five agreements. If all optional extensions are taken up in future years, the total could exceed $815 million, although no extensions were confirmed in the latest approvals.

This initiative marks one of the most substantial long-term marketing strategies by the LVCVA in recent years, underscoring the agency’s commitment to enhancing Las Vegas’s competitiveness in a rapidly evolving global tourism market.