The origin of marketing Vegas: What happens in Vegas stays in Vegas

By |

Illumine8 will spend a week in Las Vegas at the International Builders Show! We are here to share information on inbound marketing and how we can help to increase qualified leads for businesses through web designs that will attract visitors, converting them through valuable content, closing, and finally delighting the customer to be a raving fan and spreading the news. We have met many wonderful people and are excited to be working with new faces and helping them maximize their leads.

The convention is huge with many events, educational sessions, and tons of exhibitors from all over the world sharing knowledge on products and services. And yes, we have enjoyed a bit of the fun in Vegas itself! Truly a city with much to see and do as each hotel on the strip has its own spectacular theme. Las Vegas is full of great shows, food, and shopping beyond the casinos.

Did you know Vegas has one of the world’s most successful marketing campaigns? “What happens in Vegas stays in Vegas”! This slogan is one of the more famous tag lines in modern tourism marketing. This phrase is celebrating its 10th year and is one of the most quoted, talked about, and recognized ad campaigns in any industry.

“What happens here, stays here” was first cooked up in 2003 at a brainstorming meeting in the Las Vegas tourism department of ad agency R&R Partners. A much needed meeting to brand Las Vegas for something more than gambling. After a year of research, this is what the case study came up with.

The emotional bond between Las Vegas and its customers is freedom. Freedom on two levels. Freedom to do things, see things, eat things, wear things, feel things. In short, the freedom to be someone we couldn’t be at home. And freedom from whatever we wanted to leave behind in our daily lives. Just thinking about Vegas made the bad stuff go away. At that point the strategy became clear. Speak to that need. Make an indelible connection between Las Vegas and the freedom we all crave.

The result was a decade of ads that create situations around missing information. This allows viewers to fill in the blanks and begin imagining their own Vegas adventures.

The phrase has helped drive millions of visitors to Sin City over the past 10 years even through the recession. Las Vegas was hit particularly hard but continues to recover. New buildings and growth is back in action.

Illumine8 will treasure the fun we’ve had in Las Vegas and the International Builders Show this week. We are looking forward to getting back to the east coast and working with our new friends and their businesses helping them with their marketing needs! Remember, “What happens in Vegas stays in Vegas”!

About The Author

Connect with Illumine8