CASE STUDY

Launch Kardashian Department Store At The Mirage Las Vegas

In a rapid-response effort with only three days' notice, SNA Communications successfully designed and executed a full-scale communications strategy and live press event for the high-profile launch of Kardashian Khaos, a celebrity lifestyle boutique inside The Mirage Las Vegas, part of MGM Resorts International. Featuring the entire Kardashian-Jenner family, the campaign aimed to announce the store's grand opening, spark international media interest, and cement the boutique's role in pop culture. Despite the tight timeline, SNA’s work delivered exceptional press turnout, global visibility, and widespread earned media coverage.

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THEIR STORY

Kardashian Khaos Las Vegas

Kardashian Khaos was envisioned as more than just a retail store — it was a full brand immersion into the glamorous lifestyle of the Kardashian, Jenner, and Odom families. The boutique offered a diverse array of exclusive merchandise, including fashion, beauty, and personal items, many of which were seen on their hit television shows or were personal favorites of the family. Designed to appeal to a global audience of fans and pop culture enthusiasts, Kardashian Khaos showcased the unique personalities and entrepreneurial identities of Kim, Khloe, Kourtney, Kris, Kendall, and Kylie. The project was a collaboration between the Kardashian family, BRAVADA International, and The Mirage Las Vegas, aimed at capturing the cultural impact and commercial potential of one of the most recognized celebrity brands in the world.

Kardashian Khaos Press Conference at The Mirage Las Vegas SNA

"Working with SNA Communications on the Kardashian Khaos press conference was nothing short of exceptional. With just three days' notice, their team executed a seamless, high-impact media event that exceeded all expectations and brought global attention to The Mirage Las Vegas. Their professionalism, creativity, and ability to manage complex logistics across states was truly impressive. SNA was an invaluable partner in making this high-profile launch a standout success."

SANDY ZANELLA

PUBLIC RELATIONS DIRECTOR, MGM RESORTS INTERNATIONAL

THE CHALLENGE

Kreative Khaos On A Deadline

The challenge presented to SNA Communications was both urgent and complex. The client reached out just three days before the scheduled press event, seeking a strategic partner to develop a comprehensive communications plan, produce a live press conference, and secure top-tier media attendance—all while coordinating remotely from California for an event taking place in Las Vegas, Nevada. The goal was to build national awareness and secure strong editorial placement for the launch of Kardashian Khaos, despite the limited timeline and logistical hurdles of working across state lines with high-profile talent.

Develop and execute a comprehensive communications strategy.
Plan and produce a high-profile press conference event in Las Vegas.

Generate substantial media interest and press attendance, by coordinating journalists and media crews to travel to Las Vegas to attend and cover the press conference.

Highlight and position Kardashian Khaos as a cultural and commercial phenomenon.

THE SOLUTION

Investing In Full-Funnel Communications and Creative Strategy For Growth

CHANNELS + SERVICES

COMMUNICATIONS

PARTNERSHIPS + ACTIVATIONS

TALENT + INFLUENCER MARKETING

EXPERIENTIAL

DIGITAL MARKETING

PAID SEARCH

PAID SOCIAL

SEO & CONTENT MARKETING

EMAIL MARKETING

SNA Communications responded with an aggressive and highly effective earned media strategy. The team quickly crafted compelling narratives, prepared press materials, and leveraged the celebrity power of the Kardashian-Jenner family to create widespread buzz. Collaborating closely with executives and talent from BRAVADA, TLK Fusion, and The Mirage, SNA coordinated every detail—from messaging and media outreach to travel and lodging for the talent and press. The team also produced a live Q&A-style press conference at The Mirage, offering media exclusive access to Kim and Kourtney Kardashian, Kris Jenner, and key brand executives. This event served as the central activation point for experiential engagement, while a robust multimedia content strategy—featuring in-house video and photo coverage—ensured sustained post-event press momentum.

SNA deployed a swift, strategic earned media campaign focused on:

Creating compelling story angles and press materials (advisories, releases).
Leveraging celebrity and executive panelists to attract top media.
Coordinating travel and lodging support through The Mirage.
Orchestrating a live press conference Q&A with media access to the Kardashian-Jenner family and business leaders.
Producing in-house multimedia content (photos and video) to syndicate globally.