Submitted by YKONEAgency IPI Score 84/100

Wynn Las Vegas Creators Program

Influencer Marketing

YKONE ran an always-on, four-initiative creator program for Wynn Las Vegas, reporting 417M impressions and $9.4M in earned media value across 84 creators and roughly 1,500 posts.

417Mimpressions
2.2%engagement rate
$9.4Mearned media value

About the campaign

Wynn Las Vegas competes on a Strip saturated with advertising, and with year-round programming spanning culinary festivals, automotive events, and Formula 1, no single campaign push could sustain share of voice, so the resort wanted to move away from conventional advertising toward something more direct.

Beginning in 2023, YKONE, which had established its Las Vegas base a year earlier, built an always-on creator programme organised around four named initiatives. Maison Wynn hosted creators for immersive resort stays with bespoke gifting and personalised welcome amenities tailored to each creator's voice; Revelry gave access to chef tastings, collaboration dinners, and masterclasses during the culinary festival; Concours centred on a four-day automotive celebration with creators documenting rare vehicles against the resort backdrop; and the Las Vegas Grand Prix provided behind-the-scenes Formula 1 access on property.

The premise was that creators given immersive, experience-first access produce content that reads as personal recommendation rather than paid promotion, with each named event supplying a clear cultural hook. YKONE handled casting, booking, campaign management, artistic direction, and reporting for a roster including @drewdirksen, @jessicawang, @chrisellelim, @brittanyxavier, and @winnieharlow.

The agency reports 417 million impressions, a 2.2 percent engagement rate, and 9.4 million dollars in earned media value across 84 creators and roughly 1,500 posts, all self-reported figures.

Case in 60 seconds

A single campaign push could not sustain share of voice for a resort with year-round programming spanning culinary festivals, automotive events, and Formula 1, according to YKONE's portfolio. Wynn also wanted to move away from conventional advertising and engage guests more directly, as described on Wynn's own resort pages.

Creators produce more authentic content when given concrete, immersive experiences tied to specific cultural moments rather than generic brand briefs, a principle underlying YKONE's always-on program design.

Build a structured, always-on creator program organised around four named resort initiatives, Maison Wynn, Revelry, Concours, and the Las Vegas Grand Prix, so Wynn maintains continuous creator presence across the full year rather than relying on isolated pushes, as described by YKONE.

YKONE handled casting, booking, campaign management, reporting, and artistic direction across all four initiatives. Maison Wynn hosted creators for immersive resort stays with bespoke gifting and personalised amenities. Revelry gave creators access to chef tastings and masterclasses. Concours centred on a four-day automotive celebration. The Las Vegas Grand Prix provided behind-the-scenes Formula 1 access on property.

YKONE reports the program generated 417M impressions, a 2.2% engagement rate, and $9.4M in earned media value across 84 creators and approximately 1,500 posts. All figures are self-reported by the agency and have not been independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Luxury travellers and lifestyle consumers reached through social media, via a large creator roster (over 80 partnerships in 2025 alone) including named handles such as @drewdirksen, @jessicawang, and @ashyi, as listed in YKONE's portfolio.
Luxury resorts with diverse year-round programming risk appearing fragmented or transactional when each event is promoted through disconnected, one-off campaigns. Wynn needed a content presence that felt consistent and editorial rather than promotional, a tension YKONE identifies in its program rationale.
Hospitality brands competing on the Las Vegas Strip face high advertising clutter and declining consumer trust in conventional advertising; YKONE's response was to build a strong, always-on content ecosystem across four initiatives rather than one-off campaigns.
Wynn Las Vegas positioned itself as the host of genuine, curated cultural experiences rather than a purchaser of sponsored posts, spanning the Maison Wynn, Revelry, Concours, and Formula 1 initiatives, as described on YKONE's portfolio page for the program.
Creators given immersive, experience-first access, rather than a scripted brief, are more likely to produce content that reads as personal recommendation rather than paid promotion. Anchoring activations to named events (culinary, automotive, motorsport) gives each piece of content a clear hook and cultural context, per YKONE's program description.

Creative & Execution System

Assets & channels

  • Instagram posts and stories (primary channel, per YKONE portfolio)
  • Other social platforms (referenced but not individually named in source materials)
  • Approximately 1,500 pieces of creator content in 2025 (YKONE)

Partners

  • YKONE — lead agency: influencer casting, booking, campaign management, reporting, and artistic direction (YKONE portfolio)
  • Wynn Las Vegas — client and host, operating its own parallel social collaboration request process for creators (Wynn Las Vegas)

Participation mechanic

  • Maison Wynn: immersive resort stays with bespoke branding, gifting, and personalised welcome amenities tailored to each creator's voice (YKONE)
  • Revelry culinary festival: exclusive access to chef tastings, collaboration dinners, and masterclasses (YKONE)
  • Concours: four-day automotive celebration with creators documenting rare vehicles against the resort backdrop (YKONE)
  • Las Vegas Grand Prix: behind-the-scenes Formula 1 coverage access on property (YKONE)

Creator role

  • Lead storytellers producing authentic content from immersive stays and exclusive event access (YKONE)
  • Experience documenters capturing culinary, automotive, and motorsport moments on site (YKONE)

Results & Evidence

MetricValueResult typeConfidence
Total impressions417MreachAgency reported
Earned media value$9.4Mmeasured liftAgency reported
Engagement rate2.2%engagementAgency reported

Why YKONE's strategy worked

  1. 1

    An always-on program structured around named events sustained creator presence across the full resort calendar, avoiding the share-of-voice gaps that isolated campaign pushes create, as YKONE describes in its program rationale.

  2. 2

    Tying each creator activation to a specific cultural moment, culinary, automotive, motorsport, gave content a clear hook and reason to exist, supporting outputs that read as editorial rather than sponsored, per YKONE's execution notes.

  3. 3

    Bespoke amenities and personalised welcomes aligned to individual creator voices, as used in Maison Wynn, signal a brand investment in the creator relationship rather than a transactional exchange, which typically supports more genuine content output.

  4. 4

    Centralising casting, booking, management, and artistic direction under a single agency, as YKONE did here, keeps multi-event programs tonally coherent even with a large and diverse creator roster.

  5. 5

    Diverse casting across creator verticals, a principle YKONE applies across its Las Vegas hospitality work, can extend reach beyond a homogeneous luxury audience while maintaining brand alignment.

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