Fuse named experiential and social AOR for Las Vegas

The agency has been tasked with handling campaigns and activations aimed at Canadian tourists.

Fuse has been named the Canadian social media and experiential agency of record for the Las Vegas Convention and Visitors Authority (LVCVA).

The mandate includes developing social media campaigns and content, as well as experiential events and activations, tailored for the Canadian market to drive interest in Las Vegas as a tourism destination, with an eye towards shaping a different perception of the city. Aleena Mazhar, VP of experiential at Fuse, says social plays “an important role” within LVCVA’s marketing mix, given the platform’s importance in driving consideration and education within travel and tourism.

“The concept of travel continues to become experience driven versus destination driven, and social media is a way travelers are being inspired by various destinations,” she says. “We believe that inspiring consumers to travel through content that connects to their lifestyle and passions will help destinations like Las Vegas engage deeper with travelers. We also think bringing the destination closer to Canadian travelers through experiential marketing helps them envision their trip, creates that sense of wanderlust, and ultimately drives consideration of the destination.”

Fuse was selected following a competitive review conducted by R&R Partners, a Las Vegas-based agency that has been LVCVA’s AOR for over 35 years. R&R was looking for a regional agency on the ground in Canada, which has traditionally been the top international market for tourism to Las Vegas.

Rob Dondero, EVP of R&R Partners, said in a statement that Fuse was selected based on its experience and regional knowledge that helped it stand out during the review process. Stephen Brown, president of Fuse, added that the agency’s background in tourism and experiential work for clients like Fairmont Hotels and CIBC Aventura (using social to amplify experiential activations) made it a good fit for the assignment.

R&R is part of the Worldwide Partners network of independent agencies, which Fuse joined last year.

Other social and experiential clients for Fuse include Ricola, Canadian Tire, Burnbrae Farms and CIBC. Fuse named a new managing director last week and its first ECD earlier this year, part of an ongoing effort to evolve its integrated offering.