Las Vegas Mainstay Slogan gets Dusted Off
With every attempt to get people to come back to Las Vegas, people behind the adult playground marketing have gone back to its roots of being a place where secrets are kept under lock and key. After a year of tinkering phrases and ideas that directly focused on the recession, Vegas is giving a makeover to its unique "What Happens in Vegas Stays in Vegas" campaign, which has been part of lore for ages but anchored itself in bone fide marketing in 2003.
"We feel it is time to get back to our brand messaging," commented Rossi Ralenkotter, president of the Las Vegas Convention and Visitors Authority by email.
The "What Happens Here" idea pays homage to Las Vegas as a party destination where people lose their inhibitions. However, as the flagging economy put a stranglehold of travel and put an overall dour mood on the public, the city tried to update its image toward being more conscious of spending less. So the city’s affordability was a highlight, saying that it’s for everyday Joes to enjoy as well as the high rollers. But as the economy spiralled out of control, and revenues kept dropping, it was apparent that that campaign approach wasn’t helping matters very much. The fact remains that Vegas will always be, recession or not, a place for escape. And research has shown that the Vegas people have always known and loved was still there.