One of the most famous taglines for Las Vegas was “What Happens Here, Stays Here.” Marketing campaigns were built around that concept. Over the years, it was expanded on a national basis with many different variations for different applications. Good things cannot last forever. Even the best advertising and marketing campaigns need to give way to fresh ideas. Indeed, plans for a new marketing campaign were first released.
How Has Las Vegas Changed Direction With A New Marketing Campaign?
Back in 2003, the Las Vegas Convention and Visitors Authority (LVCVA) first came up that “What Happens Here…” iconic theme. Over 15 years later, the LVCVA decided to push the same message with ”Vegas Changes Everything.”
Vegas Changes Everything
The new campaign was rolled out ahead of the Memorial Day weekend as a gateway to promoting summer tourism. Still referred to as the casino gambling capital of the world, Las Vegas is pushing for an upgrade. Many marketing efforts in the real money gambling town are aimed towards promoting everything else the town has to offer.
From fine dining, world class entertainment and premier sporting events, the goal is to relay exactly what does happen here. The “Vegas Changes Everything” is theme is meant to convey this feeling. Fletch Brunelle is the vice president of marketing for the LVCVA. He explanation for the change was as follows:
The new campaign “builds on the idea of adult freedom that we’ve been highlighting for the past 20 years. We wanted to remind them that an entertainment experience in Vegas is just a short distance away, and it is far beyond the normal experience.”
A promotional spot for this new marketing endeavor highlights the things that you can do here such as:
- Go to Gwen Stefani concert
- Spend the day at a luxury spa
- Dance the night away at a high-end club
- Take in a show or watch the big game
The main thing absent from this spot was gambling at a casino on the Las Vegas Strip. Real money casino gambling is still the biggest attraction, but Las Vegas has made a concerted effort to promote everything else it has to offer.Now, check out a video of a Gwen Stefani concert in Sin City.
More than one article has been written about the best shows in town. There are Top 10 lists for dining options. Sports betting is fashionable right now as an alternative gambling activity. There are even lists for family-oriented activities that give Sin City a more wholesome appeal.
Once of the biggest additions to the area will the NFL. A brand new stadium is being built for planned 2020 debut of the Las Vegas Raiders .
The NHL hit it big a few years ago with the Vegas Golden Knights as an expansion team. The WNBA has a presence in town with the Las Vegas Aces. Legal gambling on sports has been expanded to multiple states in the past year. This could be a gateway for more professional sports franchises to make their move to town.
Some marketing experts believe this new campaign has missed the mark. They questioned the strategy of moving Las Vegas away from its “sin city” image.