An exclusive evening dedicated to the King of Cheeses

On Saturday, November 22, during the Las Vegas race weekend, the first official event celebrating the new strategic collaboration between Parmigiano Reggiano and TAO Group Hospitality took place. LAVO restaurant, inside The Venetian Resort, hosted an exclusive evening dedicated to the King of Cheeses, turning an international occasion into a unique culinary and cultural experience.
The event brought together more than twenty content creators from the United States and Europe, with a combined fan base of over 25 million followers. Talent coordination and management were led by Open Influence, an international leader in influencer marketing with offices in Milan, Rome, Los Angeles, and New York.
Throughout the evening, guests enjoyed a selection of signature dishes featuring Parmigiano Reggiano, witnessed the traditional opening of the wheel, and watched the race directly from the restaurant’s terrace overlooking the street circuit.
This activation marks another step in the Consortium’s lifestyle communication strategy. In recent months, Parmigiano Reggiano has engaged creators and communities on multiple occasions, including the Miami ATP tournament and tailgate events sponsored during New York Jets games. These initiatives placed content creators at the center of storytelling, highlighting the product’s identity and versatility and strengthening its connection with younger audiences.
“The evening at LAVO shows how important it is to create real experiences that creators can live and share with their communities. Authentic storytelling is now one of the key drivers in building brand value,” says Karim De Martino, SVP Business Development at Open Influence.
Carmine Forbuso, Marketing Director of the Consortium, adds: “The collaboration between Parmigiano Reggiano and TAO Group marks another strategic chapter in the brand’s growth, and we are proud to work with Open Influence to support its international amplification”.
Open Influence continues to affirm its role as a strategic partner for global brands seeking to connect with audiences in culturally relevant ways, through projects that combine real experiences with digital storytelling.