PROJECT LAS VEGAS INFLUENCER PARTNERSHIPS

Role
As the marketing lead for influencer partnerships at PROJECT Las Vegas, I managed the entire process from budgeting and selection to travel booking and contract negotiations. I worked closely with content creators Denny Balmaceda and Simon Goldman to ensure our goals aligned with their creative strengths.

Challenge
PROJECT was working to regain relevance in a shifting menswear landscape. The show needed fresh energy and a way to reconnect with both legacy and emerging audiences while standing out in a crowded trade show calendar.

Approach
We strategically revived a former relationship between Denny and PROJECT from years prior to show continuity and spark interest. Denny’s content focused on lookbook photography to elevate streetwear brands and draw in new retailers, while Simon created conversational, informative videos to support heritage and tailored labels. I helped shape their creative direction, ensuring it matched our positioning goals and resonated with our target audience.

Outcome
The content drove strong social engagement and helped reframe PROJECT’s identity for a younger, more style-conscious audience. We saw increased attention from prospective exhibitors and retailers, a rise in website traffic during and after the show, and more meaningful conversation around the show’s long-term value.