Las Vegas is celebrating the 10th anniversary of its “What happens here, stays here” advertising campaign by launching a new campaign with “History of Friendship” called “Vegas Enablers.” The concept of the campaign is a variation of the original "What happens here" theme and will include three TV commercials airing through May 2014.
"The ‘What happens here, stays here’ campaign strikes an emotional chord with consumers who relate with the notion of adult freedom," said Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority (LVCVA). "The campaign has evolved from giving visitors permission to live their fantasies, to a celebration of those who facilitate these experiences—the ‘Vegas Enabler.’
During the late 1990s, the LVCVA and its agency of record R&R Partners discovered that Las Vegas consumers related to the destination through "adult freedom." This allowed the LVCVA and R&R Partners to position the destination as an international brand, not just a travel brand.
Since the campaign the campaign began, 39.7 million travelers have visited in 2012 compared to 35.5 million in 2003, a 10 percent increase. Downtown Las Vegas and the LVCVA are reinvesting in $6 billion projects, which are set to open over the next decade.