Even if you never visited the casino gambling capital of the US, you were probably familiar with the tagline, “Whatever Happens in Vegas Stays in Vegas.” That catch phrase was used to describe Sin City to a tee.
Heading into the busy summer travel season, the Las Vegas Convention and Visitors Authority (LVCVA) is taking its marketing efforts in a totally new direction. The new ad campaign directed at boosting tourism is designed around just two simple words, “Vegas You.”
In conjunction with this phase, the new Las Vegas tagline is, “What Happens Here, Only Happens Here.”
The primary goal of this new direction in advertising is to remind travelers that Las Vegas is fully open for business. The national campaign will be aired on a combination of network and cable channels. This list includes all the major TV networks as well as the Food Network, HGTV and Bravo.
Sports properties are also a big part of the mix covering the NHL on NBC and the NBA on TNT. Las Vegas is home to two major professional sports franchises. The Vegas Golden Knights are a hockey team in the NHL and the Las Angeles Raiders are a highly popular NFL franchise.
A digital campaign will also be launched with NBC and FOX at the top of that list. There will be multiple versions of this ad released throughout the month of May.
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The LVCVA is eager to let everyone know that Vegas is ready to welcome them back with open arms. While casino gambling remains the main draw, every tourism campaign promotes many of the other entertainment options Las Vegas has to offer. Recently, there has been a concerted effort to promote fun for the whole family.
The new campaign was officially launched on Monday, April 26. The initial ad is called The Dance. It features a couple dancing around some of the town’s biggest attractions. Most cover the famed Las Vegas Strip with the addition of the new Circa Resort and Casino in the city’s downtown Fremont Street District.
At the end of the video the viewer hears “Let Out the Vegas in You” with the new tagline presented as one last visual. The ad closes with images of fireworks exploding above the Las Vegas skyline.
Kate Wik is the chief marketing officer for the LVCVA. As part of an official news release, she added the following comments:
“The new Vegas You campaign reminds travelers that Las Vegas is open, ready and exited to welcome them. The Dance, the first ad from the new campaign, evokes the feeling of freedom that has become synonymous with the Vegas experience.”
Adding to the excitement of the summer vacation season in Las Vegas, the highly anticipated opening of Resorts World is planned for June 24. This $4.3 billion-dollar casino resort project is one of the biggest ever on the Las Vegas Strip.
Resorts World is built on 88 acres of land where the old Stardust Casino used to be. Started in 2015, the Genting Group has carefully orchestrated its completion to coincide with this summer’s tourism season.