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KDC & Bellagio Fountain Club

The Challenge

In 2023, MGM Resorts unveiled an entirely new luxury concept on the global stage: Bellagio Fountain Club, an exclusive, trackside hospitality venue built specifically for the inaugural Formula 1 Las Vegas Grand Prix. With no prior presence or brand equity, Kirvin Doak Communications (KDC) was tasked with introducing the Bellagio Fountain Club to the world – and turning it into the must-attend experience of the race weekend. The goal: drive international visibility, elevate MGM Resorts’ reputation in the luxury and sports hospitality space and position Bellagio Fountain Club as the premier destination for Formula 1’s most discerning fans.

Our Approach

KDC developed a comprehensive PR campaign designed to build a new brand from the ground up and place it at the center of one of the most anticipated sporting events of the year. Key strategies included:

  • Strategic release of content and exclusives to steadily build momentum and media interest in the lead-up to the race.
  • Asset-driven storytelling, including renderings, behind-the-scenes content, and first-look exclusives to bring the Bellagio Fountain Club to life across editorial and broadcast platforms.
  • International press engagement, hosting more than 80 top-tier journalists from across the U.S., Canada, the U.K., the Netherlands and beyond.
  • Aggressive race-week media activations, including guided media tours, live national broadcasts, photo shoots and executive interviews to sustain global coverage.

What We Accomplished

The campaign delivered a knockout debut for the Bellagio Fountain Club – selling out completely ahead of race weekend and securing its status as the most luxurious and exclusive F1 experience in Las Vegas.

  • 3 billion+ global media impressions
  • 75% share of voice amongst Las Vegas competitors
  • Live TV broadcasts from the Bellagio Fountain Club aired across major U.S. and international outlets
  • Extensive in-person media attendance, with dozens of hours of broadcast and social content generated onsite.
  • Widespread top-tier coverage including:
  • At Formula 1 Las Vegas, Celebrity Chefs Will Feed You for $11,000 – Bloomberg
  • Want to watch the Las Vegas Grand Prix in luxury? All you need is $12,000 –Los Angeles Times
  • F1’s sloppy Las Vegas weekend – The Washington Post
  • F1 Las Vegas Grand Prix:’It has a ‘wow’ setting to rival Monaco’ – BBC
  • Las Vegas Is Gearing Up for the Wildest Formula 1 Grand Prix Yer – Here’s How to Spend the Weekend – Travel + Leisure
  • Las Vegas GP diary: At the Bellagio Fountain Club, F1’s dream lives up to its hype – The Athletic
  • ELLE  Escapes: Las Vegas – Elle
  • Life in the Fast Lane – CNBC
  • F1  Las Vegas: Here’s how much it all costs, and what you get, starting at $500 – The Manual
The Results

The campaign delivered a knockout debut for the Bellagio Fountain Club – selling out completely ahead of race weekend and securing its status as the most luxurious and exclusive F1 experience in Las Vegas.

Project Highlights
  • 3 billion+ global media impressions
  • 75% share of voice amongst Las Vegas competitors
  • Live TV broadcasts from the Bellagio Fountain Club aired across major U.S. and international outlets
  • Extensive in-person media attendance, with dozens of hours of broadcast and social content generated onsite.
  • Widespread top-tier coverage including:
  • At Formula 1 Las Vegas, Celebrity Chefs Will Feed You for $11,000 – Bloomberg
  • Want to watch the Las Vegas Grand Prix in luxury? All you need is $12,000 –Los Angeles Times
  • F1’s sloppy Las Vegas weekend – The Washington Post
  • F1 Las Vegas Grand Prix:’It has a ‘wow’ setting to rival Monaco’ – BBC
  • Las Vegas Is Gearing Up for the Wildest Formula 1 Grand Prix Yer – Here’s How to Spend the Weekend – Travel + Leisure
  • Las Vegas GP diary: At the Bellagio Fountain Club, F1’s dream lives up to its hype – The Athletic
  • ELLE  Escapes: Las Vegas – Elle
  • Life in the Fast Lane – CNBC
  • F1  Las Vegas: Here’s how much it all costs, and what you get, starting at $500 – The Manual