Las Vegas hires influencer interns for $25,000 'content creator Olympics' to attract Gen Z

Las Vegas has embraced a novel approach to marketing by hiring five "influencer interns" for a unique 10-day program designed to capture the attention of Generation Z. Titled the "Summer Intern House," the initiative saw aspiring content creators immersed in the city's vibrant attractions.

Each participant was awarded $25,000 for their involvement, a stipend that allowed them to focus entirely on creating engaging content. Rather than traditional intern tasks like fetching coffee, these interns were tasked with showcasing Las Vegas through their creative lenses. Tori Kay, one of the interns, described the experience as the "content creator Olympics" or a "content creator boot camp."

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I keep calling it the content creator Olympics, the content creator boot camp.

Kay detailed the rigorous planning involved, with her Google calendar meticulously mapped out for outfits, locations, and social media tags. The program aimed to leverage the power of social media influencers to connect with a younger demographic, showcasing the city's appeal in an authentic and relatable manner. The interns documented their experiences, from visiting immersive art exhibits like Arte Museum to capturing the essence of the Las Vegas Strip.

The Las Vegas Convention and Visitors Authority (LVCVA) orchestrated this "Summer Intern House" to tap into the digital-native generation. By providing a substantial stipend and a structured yet creative environment, the LVCVA sought to generate buzz and attract younger visitors through the authentic voices and content produced by the interns.

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My whole Google calendar is mapped out with the outfit I want to wear, where I need to be and the tags.