“What Happens Here Stays Here”: Destination Las Vegas

How does a place become a destination “that everyone is talking about”? What types of people does that place attract and why do they talk about it more than another place? For Las Vegas, the Las Vegas Convention and Visitors Authority (LVCVA) avidly works in conjunction with the state of Nevada to fund marketing and construction projects that will maintain the city’s backbone—tourism.[1] Considering that 39.2 million tourists create an “economic impact” of 41.6 billion dollars last year, the city’s success depends on design (graphic, architectural, interior, product…) to shape it into a “destination” both physically (as a plastic, florescent, and artificial “adult playgroup”[2]) and psychologically in the minds of target consumers.
Initially, LVCVA’s ad agency, R&R Partners, uses travel agencies across the US to promote Las Vegas as a vacation and conference destination. In doing so, they offer travel packages and recommendations for the city’s luxurious hotels, casinos, restaurants, outdoor strip malls, and impressive live performances. While this strategy sells Las Vegas to vacationers, gamers, and businessmen alike, it fails to successfully brand Las Vegas.[3]
Continuing to advertise within the US, R&R releases the well-know ad campaign slogan in 2003, “What happens here stays here.” While domestic efforts to endorse Vegas sustain travel interests, the current economic crisis across the US negatively impacts tourist frequency and stunts the city’s expansion construction projects.[4] As a result, a new branding strategy targets travelers internationally. Beginning with Canada, R&R collaborates with Toronto’s Aerial Communications Group to generate interest among Canadians. In order to give Vegas an international face-lift, the ad campaign aims to evoke in consumers an emotional response that assimilates the rich sensory experience of Las Vegas. In addition to the slogan “Your Vegas is Showing,” television ads, and promotional events in Canada, a website offers information about the city’s attractions, events, and travel accommodations, which has the potential to reach a much broader global travel community.[5]

Posted by Linnea Cook

[1] “Tourism Key to Las Vegas’ Success (Special Report: Destination Marketing Organization),” Nation’s Cities Weekly
31.19 (May 12, 2008): 7(1), General OneFile, Gale, The New School, 17 Oct. 2008 .
[2] Jeromy Lloyd, “Tales of Two Cities,” Marketing Magazine 113.10 (Jan 16, 2008): 19, General OneFile, The New
School, 17 Oct. 2008 .
[3] Ibid.
[4] Lisa Jennings, “Hard Luck Befalls Las Vegas Following U.S. Housing Bust: Restaurateurs in Sin City Bet on
Continued Building as a Way to Keep Tourists, Convention Visitors Coming (Hard-Hit Markets: Part 5 in a Series),” Nation’s Restaurant News, 42.37 (Sep 22, 2008): 1(2), General OneFile, Gale, The New School, 17 Oct. 2008 .
[5] Jeromy Lloyd, “Tales of Two Cities,” 19.