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LUXURY HOSPITALITY · F1 LAS VEGAS

Owning the luxury narrative across three properties during F1.

In the most crowded luxury moment of the year, became the definitive way to experience race week across Bellagio, The Cosmopolitan and ARIA.
Brand:
MGM Resorts International
Context:
Formula 1 Las Vegas Grand Prix
Creators:
3 premium partners, matched by property (names withheld for client confidentiality)
Platforms:
TikTok, Instagram
Services:
Creator strategy, experiential storytelling, campaign operations, social content amplification

16 M

IMPRESSIONS

537 .3K

ENGAGEMENTS

117

POSTS

3

PREMIUM PARTNERS (matched by property)

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THE CHALLENGE

The most crowded luxury stage of the year

During F1 Las Vegas, every major hospitality and luxury brand competes for the same attention. MGM needed to own the luxury narrative across Bellagio, The Cosmopolitan and ARIA.

  • Own the luxury narrative in a saturated moment.

  • Make three distinct properties each feel like the way in.

The Approach

Creator-property fit

We matched each property's character — the prestige of Bellagio, the energy of The Cosmopolitan, the sophistication of ARIA — to creators whose audience and aesthetic aligned, designing the experience around these characteristics.

The Result

Owning the luxury narrative

The program gave audiences a personal way into the MGM race-week experience.

  • 16M impressions

  • 537.3K engagement

  • 117 posts across Instagram and TikTok

  • 3 premium creator partners, matched by property

premium creator partners, matched by property
Reported across the F1 race-week activation.

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The close.

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