SITUATION:
MMGY was tasked with reaffirming Las Vegas’ standing as the most aspirational travel destination in the world – home to a world-class musical line-up, exquisite food and unparalleled performing arts to an international audience.
ACTION:
We brokered a partnership between Tomorrowland, one of the world’s largest and most notable EDM festivals held in Belgium and the LVCVA. The innovative partnership led to the creation of a brand-new stage at the world-famous festival in Belgium called “B-EATS by Las Vegas.” This never-seen-before concept brought together some of the world’s leading chefs and DJs, creating a series of unforgettable sensory experiences. The hour-long B-EATS sessions saw chefs and DJs perform side by side on the same stage, creating bites and beats in unison.
At each session, the free-flowing crowd of revelers enjoyed hour-long DJ sets whilst enjoying a three-course taste sensation. Six executive chefs and sous chefs from Las Vegas led a total of 12 sessions over the course of two festival weekends, serving everything from veal cheek to langoustine ravioli. Perfectly paired with these dishes were performances from the likes of Afrojack, Laidback Luke and W&W. Top-tier media and influencers from across Europe were invited to attend the festival and enjoy the “B-EATS” sessions firsthand. A stream of shareable content was also created ensuring all elements of the activation were captured and the experience was promoted to the public both during and after the festival. This included three long-form and three short-form videos telling the story of the chefs, the DJs and the overall festival experience.
RESULTS:
The social and digital portions of the campaign have enjoyed a social reach in excess of 38.1 million, with engagement exceeding 166,000. From a PR perspective, 17 articles have been published and another nine have been confirmed. The 17 published articles have created 246,000,000 opportunities to see the Las Vegas brand worth in excess of $296,000.