CASE STUDY
Resorts World Las Vegas
Turning the World’s Most Ambitious Resort into a Cultural Icon
Results
More than 1.8 billion earned media impressions secured in less than 12 months
Shift in national media sentiment from ‘newcomer’ to ‘category leader’
RWLV was named a top 5 most talked-about resort on social media during the Super Bowl and F1 weeks
“I just wanted to follow up and say one more time our appreciation for the work your team has done these last years. I know Resorts World is grateful for your partnership.”
–
Suzi Rugh, Executive Director of Communications
In 2024, three years after its record-breaking debut, Resorts World Las Vegas (RWLV) faced a new challenge: distinguishing itself in an increasingly competitive luxury hospitality market during a once-in-a-generation boom in Las Vegas tourism. RWLV turned to The Pollack Group to build on its momentum, elevate its national media presence, and position the property as the experiential epicenter for the city’s most iconic moments.
The Pollack Group was brought on as RWLV’s national media relations lead, charged with crafting and executing an earned media strategy that would not only generate awareness but shift perception. Our mandate: translate RWLV’s immersive, high-tech, high-luxury experience into must-cover narratives across business, travel, lifestyle, and entertainment media.
During our partnership, Las Vegas hosted several once-in-a-generation events, including the Super Bowl and the city’s first-ever Formula One (F1) race. The agency capitalized on the media attention and secured extensive coverage of the Kansas City Chiefs celebrating their Super Bowl victory at Zouk Nightclub, the exclusive partnership that transformed the property into Hotel EDC during one of the world’s largest electronic dance music festivals; numerous high-profile Zouk artist residencies; the star-studded turnout for the F1 Las Vegas Grand Prix; the World’s 50 Best Restaurants awards ceremony; and other exciting event activations that took place on the property. Additionally, the agency positioned RWLV’s executive team as thought leaders and experts in hospitality, with earned media coverage in top-tier publications such as Forbes, Business Insider, Robb Report, Eater, CNN, Observer, and more.
The agency built lasting brand equity by connecting RWLV to culture-defining moments. For RWLV, that meant transforming visibility into influence and presence into prestige. The agency’s efforts yielded more than 1.8 billion earned media impressions secured in less than 12 months, helping shift the national media sentiment from ‘newcomer’ to ‘category leader,’ and RWLV was named a top 5 most talked-about resort on social media during the Super Bowl and F1 weeks.
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