The Las Vegas Convention and Visitors Authority (LVCVA) has contracted over 240 influencers since January 2022, spending more than $2.2 million to promote the city on social media, 8newsnow.com reports. This information comes in the wake of LVCVA’s recent announcement of a sponsorship offer to Las Vegas Aces basketball players.

LVCVA President and CEO Steve Hill previously disclosed that the organization had “100-plus influencers” on regular payroll to promote Las Vegas. The list of paid content creators includes high-profile names such as Jason Derulo and Darren Waller, alongside social media stars Liza Koshy, Hannah Stocking, and Lele Pons, each boasting millions of followers across various platforms.

The contracts typically involve influencers creating self-narrated videos showcasing their Las Vegas experiences, focusing on the city’s culinary scene, drinks, shows, and entertainment options. For instance, Florida-based couple Sam & Monica, with 2.12 million YouTube subscribers and 3.9 million TikTok followers, posted a video recapping their LVCVA-sponsored trip to Las Vegas, which has garnered approximately 36,800 likes since September 2023.

LVCVA’s influencer strategy extends to major events like the Super Bowl. Pop star Jason Derulo was contracted to create content around Super Bowl 58, including a video for Instagram Reels or TikTok and two Instagram Story frames. In exchange, Derulo received a stay at Encore Resort, ground transportation, and two luxury suite tickets to the game.

The organization’s influencer campaigns also tap into niche markets. YouTuber Matthew Meagher, or MMG, was scheduled to play EA Sports’ Madden video game on the LED screen exterior of Resorts World Las Vegas, though it’s unclear if this event occurred as planned. Local influencers are also part of the mix. Jennifer Gay, known as Vegas Starfish, and Las Vegas Bartender were the local content creators contracted for specific campaigns.

The LVCVA cites Nevada public records law exceptions regarding confidential trade secrets for omitting specific payment amounts to individual influencers. The organization, funded by room taxes, estimates its tax revenue at $354 million in the last 12 months.

This influencer marketing strategy predates the recently announced $100,000 sponsorship offer to each of the 12 Las Vegas Aces WNBA team players, a deal potentially worth $1.2 million – approximately half of LVCVA’s total influencer spending over the past 27 months.

According to 8newsnow.com, the LVCVA’s approach aligns with broader industry trends. Ykone, a global influencer marketing group that expanded to Las Vegas in 2022, claims to have worked with over 200 content creators globally and generated more than 400 million impressions across social media platforms.