LVCVA
Social First Campaign
Live Client
'Everything at Once.'
Las Vegas has long been associated with gambling, partying, and adult indulgence. While those elements still shape the city’s image, they don’t reflect the full range of experiences Las Vegas now offers. For many Gen Z travelers, the city still feels like a destination built for older generations centered around casinos and gambling.
From concerts and festivals to food, sports, and attractions like the Sphere, Las Vegas already offers the variety Gen Z is seeking, it just hasn’t been framed in a way that feels relevant to them.
THE ASK
Create a social-first campaign that attracts Gen Z to Las Vegas.
OBJECTIVE
Make Las Vegas a destination Gen Z wants to travel to by showing that the city offers the variety of experiences they look for when planning trips.
PROBLEM
Las Vegas is still associated with gambling and partying, making it feel one-dimensional and less relevant to Gen Z’s broader experience-driven travel interests.
The Cultural Tension
Gen-Z doesn't care about Las Vegas.
Gen Z only accounted for about 7% of Las Vegas visitors in 2024–2025, while Millennials made up around 46% of visitors, making them the dominant travel group to the city.
(Travel Weekly)
It's not because they don't want to have fun, it's because Vegas hasn't shown them everything else it can be.
Las Vegas is still culturally defined by gambling and partying, creating the perception that the city offers only one type of experience.
Gen Z approaches travel differently than previous generations.
Growing up online has also exposed Gen Z to endless experiences happening everywhere, creating a constant sense of FOMO, where it can feel like there’s always something else they could be doing.
This generation also seeks variety. Gen Z thrives on novelty and enjoys having multiple options and changing goals, which influences how they choose where to travel.
Rather than planning trips around relaxation or tradition, they prioritize experiences that feel memorable, social, and shareable.
Most cities, though, only offer one vibe at a time.
Nashville is for country music. Miami is for nightlife. LA is the celebrity culture.
Instead of committing to one type of activity, Gen Z prefers destinations that allow them to explore many experiences in one trip.
78% of Gen Z say they prioritize spending money on experiences over material things.
57% say experiences are the most important part of their vacations.
(Everbrite; Expedia)
66% of Gen Z use social media for vacation inspiration, discovering destinations through the content they see on platforms like TikTok and Instagram.
(New York Post; TerraPay))
At the same time, Gen Z often travels on tighter budgets, finding creative ways to make trips possible, from splitting costs with friends to using buy-now-pay-later services.
Because of this, they look for destinations where they can maximize the number of experiences in a single place, making every trip feel worth it.
Additional Research
Gen Z Travels Differently
Gen Z thrives on novelty and variety and enjoys having multiple options and changing goals. Source: New York Post, TerraPay
Gen Z Finds Creative Ways to Afford Travel
Gen Z often makes travel possible by: • splitting costs with friends • booking group trip • using buy-now-pay-later services like Klarna and Afterpay • 1 in 3 adults report feeling lonely. Source: Klarna Consumer Report
"FOMO" Culture
69% of Gen Z report experiencing FOMO related to social media experiences. Source: McKinsey, Adobe
Target Audience
Gen Z Travelers
Gen Z travelers who crave new experiences and cultural moments but travel on tighter budgets. They plan trips around social media inspiration, group travel, and destinations that offer a lot to do in one place.
Insight
Growing up online exposed Gen Z to endless experiences, making them want to do as much as possible when they travel.
The desire to be a responsible pet parent can unintentionally result in pets becoming public content, prioritizing validation over privacy and proper care.
Strat Line
Proving Las Vegas is the one place where Gen Z can do it all.
Creative
01. TikTok Campaign
Tiktok is the primary source of discovery. Over half of Gen Z learn about new brands through TikTok. 89% of Gen Z discover new travel destinations through TikTok.
LVCVA will build momentum through organic content, with TikToks highlighting the many experiences Las Vegas offers while introducing the “Everything at Once” platform.
02. Pinterest Campaign
One of the popular searches on Pinterest by Gen Z is “Places to go with friends” which increased by 50% in 2024.
Gen Z turns to Pinterest for inspiration when planning trips and experiences. These posts will position Las Vegas as a destination worth saving for future travel.
03. Instagram Campaign
27% of Gen Z use Instagram as their primary source of travel inspiration. Gen Z trusts their Instagram algorithm to serve them what they want.
Gen Z doesn't always engage in comment sections, they interact by sharing Instagram content in DMs and save posts for future inspiration, so we want to build posts that will funnel their browsing towards these behaviors.
04. Influencer Partnership
Fly influencers to Vegas for a long weekend. Pre-build “Everything at Once” itineraries that intentionally stack experiences. Creators vlog their full days, emphasizing how unrealistic it would be to do this anywhere else.
Team
Cai Strachan (ST)
Samyuktha Shanker (ST)
Kathleen Firment (ST)