The Las Vegas Convention and Visitors Authority (LVCVA) has rolled out its all-new ‘What Happens Here, Stays Here’ broadcast and digital spot ‘Dream Vacation.’ These all new spots aim to reinforce Las Vegas’ identity as a destination for adult freedom.
In the ‘What Happens Here, Stays Here’ video, a woman is at a casual meal with some of her friends. Much to her panic, when she reflects on her recent Vegas vacation in what she thinks is a daydream, she realizes all of her memories are playing out for her friends to see. She pops the looming daydream bubble, ensuring what happened in Vegas, stayed in Vegas.
"One of the greatest challenges a brand can face is the ability to maintain relevance in a market that is ever-changing," said Rob Torres, managing director of Travel Google. "The LVCVA and R&R Partners' 'What Happens Here, Stays Here' campaign skillfully overcomes that hurdle by presenting storylines that assume a certain level of risk and land outside of most brands' comfort zones, in true Las Vegas style."
‘Dream Vacation’ was directed by former Nevada resident Roderick Fenske, and it is the first of two spots debuting within the next few months. Fenske filmed three distinct versions of ‘Dream Vacation’ using different casts and languages including English, French and Spanish to portray Las Vegas as an internationally-known brand. The award-winning director has also created commercials for brands such as British Airways, Old Spice and Skittles.
Las Vegas’ famous brand campaign, encouraging visitors to let go of everyday inhibitions, was first introduced in 2002. It has since received widespread recognition, noted by USA Today as “the most effective” campaign in 2003.