Resorts World Las Vegas has selected Santa Monica, CA-based full-service independent agency RPA as its new agency of record. It wasn’t immediately clear if the resort had an AOR incumbent. 

RPA will handle media planning and buying and messaging strategy. It’s also working on a new comprehensive brand campaign scheduled to break in 2026. 

Annual media spending is estimated at $4.5 million by agency research firm COMvergence. 

“RPA’s strategic approach and creative insight will help us connect with travelers in ways that reflect our values and create meaningful, memorable experiences across every touchpoint," stated Carlos Castro, President and Chief Financial Officer for Resorts World Las Vegas. 

The resort, which opened in 2021, was developed by Genting Berhad in partnership with Hilton and integrates three of Hilton’s brands into a resort campus: Las Vegas Hilton at Resorts World, the resort’s full-service brand; Conrad Las Vegas at Resorts World, Hilton’s lifestyle luxury brand; and LXR, Hilton’s network of independent luxury properties, which operates as Crockfords Las Vegas.  

RPA’s client list includes American Honda, ampm, Apartments.com, ARCO, Farmers Insurance Group, La-Z-Boy, LoopNet, Southern California Edison, and TXU Energy.