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LEGENDARY “WHAT HAPPENS HERE, STAYS HERE” CAMPAIGN CELEBRATES “VEGAS ENABLERS” AND THE PEOPLE WHO PUSH THE BOUNDARIES

November 13, 2013

World-Class Destination Introduces New Take on Classic Slogan with the Launch of TV and interactive Social Extensions

 

LAS VEGAS (Nov. 13, 2013)-For the first time in the 10 year run of the "What happens here, stays here" campaign, the iconic tagline is taking a new turn.  The infamous campaign has always celebrated adult freedom, and the new iteration will champion "Vegas Enablers," those
free-spirited friends who give you permission to have a true "What happens here..." moment during your trip to Las Vegas. A reimagined series of spots launched on Monday Nov. 11, along with the latest round of digital and social installments.

 

Previously, the Las Vegas ads infamously hid the moments and omitted information that makes the destination unique; however, with the revamped approach, Las Vegas will celebrate the people who create the moments. "Vegas Enablers" are unpredictable, uncontrollable and persuasive.  With that, they push others out of their comfort zone, and without them, what happens in Vegas wouldn't happen.

 

"The ‘What happens here' campaign is so popular because it speaks to the many unique experiences that visitors can have during their trip to Las Vegas," said Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority (LVCVA).  "With the
"Vegas Enablers" spots, we're exploring for the first time how those memorable moments can happen, especially with the help of that one fearless friend that we all seem to have, the one who encourages us to let our hair down."

 

The latest TV commercial titled "Unpredictable" is part of the new campaign, which illustrates who "Vegas Enablers" are through a compilation of amusing and boundary-pushing scenarios.  Las Vegas will embrace these unofficial ambassadors throughout the campaign. 

 

"Rather than hiding that ‘moment,' we're encouraging visitors to celebrate it and the friend who helped make it happen," said Tull.

 

The first spot "History of Friendship" broke nationally on Sept. 30 and a second version of this spot titled "Flashback" also launched Monday, Nov. 11, finding the same two boys already in Las Vegas, reflecting on their mischievous childhood together.

 

Both "Unpredictable" and "History of a Friendship" will run through April 2014.

 

In addition to new TV spots, Las Vegas also unveiled a new "Vegas Enablers" microsite, enablers.LasVegas.com. The site hosts an engaging quiz where consumers are presented with a series of ten questions, and based on the answers, they are served an "Enabler" score and badge that they can share and compare with friends on social networks.  Demonstrating the effectiveness of Las Vegas' social media strategies overall, the brand recently hit the 100,000 follower milestone on Twitter, and surpassed 1.2 million fans on Facebook.