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Toned-Down Vegas Slogan Takes Aim At Broader Audience

We’re all familiar with the slogan “What Happen Here, Stays Here.” It was created by the Las Vegas Convention and Visitors Authority and the firm, R&R Partners. 

But that slogan began 17 years ago. It’s not being replaced but evolving, in a way. 

A new ad campaign focuses on the slogan, “Vegas Changes Everything.”  

Arnie DiGeorge led the creative team that developed the new ad campaign. He’s an executive vice-president at R&R Partners.  

“We’ve done other slogans during the time while we’ve done ‘What Happens Here, Stays Here,’" DiGeorge said, "‘What Happens Here, Stays Here,’ is always part of the repertoire but to different groups you do some different things to get their attention.”

The main group they are trying to attract with this new campaign are people in San Francisco, Los Angeles, Phoenix and San Diego. Those markets are all within easy driving distance and one of the big reasons they come to Las Vegas is entertainment.

“Entertainment is a big driver for them and because the entertainment product here is changing and getting people with their residencies, and mini-residencies, you got so many of them right here," DiGeorge said, "Where else in the world can you go see Christina Aguilera, Diana Ross, Lady Gaga all in the same weekend.”  

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He said the city's core customers love coming here for our cities core activities but some people need to be persuaded with a different message, which is the point of the new slogan.

DiGeorge pointed out that the new slogan isn't too far from the main point of all of the campaigns for Las Vegas: adult freedom and how you can do things in Vegas that you can't do back home.

“This place has more to do in a three-mile stretch than any place else on earth and its definitely not just gaming," he said.

DiGeorge said they'll be watching the response to this new campaign and make any adjustments to make sure it is hitting its target audience.
 

Vegas Changes Everything: Just like your life, except better

 

Guests

Arnie DiGeorge, Executive Vice-President, R&R Partners

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