Sin City’s Global Superstars Launch Updated Advertising & Marketing Campaign
In a city where everything is always evolving, even a marketing slogan – even the most recognizable and successful one in tourism history – must also evolve.
And Las Vegas has changed its famous “Whatever Happens In Vegas, Stays In Vegas” to the more sedate “What Happens Here Only Happens Here.”
Taking out the Las Vegas name doesn’t seem to quite give the slogan the same punch as the original, but that one is so well known, the more subtle replacement utilizes the implied mention, like the Nike swoosh.
And tourism officials sure announced it in grand Vegas style.
The new campaign launched during the 62nd GRAMMY™ Awards, making Las Vegas the first destination to ever place a 60-second ad during the international broadcast and the first to debut the campaign with an emoji prompted by the campaign hashtag #OnlyVegas on Twitter.
Vegas tapped into its roster of star-studded resident performers to showcase the destination in a way that Only Vegas can. The new ad features Live Nation residency artists Shania Twain, Christina Aguilera andAerosmith, who filmed their part during one of their “Deuces Are Wild” residency dates at Park Theater at Park MGM. Both Twain’s “Let’s Go!” and Aguilera’s “The Xperience” residencies are at Zappos Theater inside Planet Hollywood Resort & Casino.
It also showcases Lady Gaga’s bandleader Brian Newman and his show “Brian Newman After Dark” at The NoMad Restaurant at NoMad Las Vegas and UFC heavyweight fighter Francis Ngannou.
“Las Vegas utilized an impressive array of global superstars to deliver the message that what happens in Las Vegas only happens here,” said Steve Hill, CEO and president of the Las Vegas Convention and Visitors Authority (LVCVA).
“Millions of visitors travel to the destination annually as it’s the only place that delivers so many unique entertainment, culinary and nightlife experiences in one location. Nowhere else can you dine at a handful of celebrity chef restaurants, see top-tier talent like Aerosmith, Shania Twain and the Vegas Golden Knights, and recharge at some of the world’s top-rated spas, all in one weekend.”