To celebrate K-POP group BTS and welcome millions of fans to Las Vegas, LVCVA launched a culturally resonant campaign by turning the city purple — the symbolic color of BTS and their fanbase, ARMY. The campaign, titled #BORAHAEGAS, transformed digital and physical spaces with purple visuals to show support, create buzz, and drive organic engagement. Fans were encouraged to tag sightings of the campaign, turning them into ambassadors of the experience.

Value Added

• Led agile 1-week sprint to concept and ship campaign deliverables
• Worked closely with Creative Director and designer to ensure alignment and quick revisions
• Coordinated with production for accurate billboard sizing and placement
• Maintained delivery timelines and status in Airtable for clear cross-team visibility
• Partnered with Community Manager to ensure social copy/visuals were fan-accurate and on-brand
• Supported audience engagement by monitoring hashtag performance and community reactions

Results

• 413K+ mentions across social/blogs
• 791M+ organic reach across platforms (within ~2 weeks of campaign going live)
• +31K followers on Twitter & Instagram

  Instagram/Facebook:

  • 222K+ Plays
  • 10K Likes, 3K Shares
  • 210K Accounts Reached Organically

  Twitter:

  • 31.6K Retweets
  • 80.9K Likes
  • #BORAHAEGAS trended on Twitter
    
    

  Links

  KPOP PR 1

  KPOP PR 2

  Korea Times PR 3

  KPOP PR 4