According to data obtained by 8newsnow.com, the Las Vegas Convention and Visitors Authority (LVCVA) has paid over 240 social media influencers a total of $2.2 million from January 2022 to April 2024. While the specific amounts paid to individual influencers remain undisclosed due to exceptions in Nevada’s public records law regarding confidential trade secrets, the broad investment highlights a substantial effort by the LVCVA to harness the power of social media in promoting Las Vegas.
The LVCVA’s approach to influencer marketing involved a variety of high-profile figures, from music artists to content creators, engaging them to produce promotional content about Las Vegas. This strategy reflects the organization’s commitment to leveraging digital platforms to attract visitors and enhance the city’s image. Among the top influencers contracted were Jason Derulo, Lele Pons, and Michael Le, each known for their substantial social media followings and significant online influence.
Jason Derulo, a renowned performing artist with 59 million TikTok followers, was hired to create content around Super Bowl 58 held in Las Vegas. His contract included producing an Instagram Reel or TikTok video recapping his Super Bowl experience and posting Instagram Story frames. In addition to the undisclosed talent fee, Derulo enjoyed a luxury stay at Encore Resort and exclusive access to the Super Bowl, including tickets to a luxury hospitality suite.
Lele Pons, a YouTuber and former Vine star with 53 million Instagram followers, was also involved in promoting the Super Bowl event. Her role was similar to Derulo’s, focusing on creating visual content that highlighted the event and her Las Vegas experience.
Michael Le, known for his popular TikTok dance videos, was contracted to produce one TikTok video and two Instagram Story frames, showcasing his experiences during his Las Vegas visit. Liza Koshy and Hannah Stocking, both well-known for their comedy and entertainment content, also participated, each creating promotional material related to the Super Bowl.
The contracts often included not only payment but also luxury accommodations, first-class travel, and exclusive event access. For example, the Furrha Family and The Old Gays, two prominent content creators, were provided with flights, hotel rooms, and tickets to significant events.
The total expenditure of $2.2 million by the LVCVA underscores the increasing importance of social media in tourism marketing. The organization’s investment in influencer partnerships reflects a strategic move to capitalize on digital engagement to drive tourism and enhance Las Vegas’s appeal as a prime destination.
In 2024, some of the most famous influencers have emerged as powerful promoters of destinations like Las Vegas. Among the top influencers 2024, those who have been actively engaged and paid by Las Vegas include names like Jason Derulo and Lele Pons. These influencers are not just content creators but key players in shaping the perception and attractiveness of Las Vegas to a global audience. Their involvement highlights the city’s innovative marketing efforts, ensuring that Las Vegas remains a vibrant and sought-after location.
