The LVCVA marketing timeline
Sunday, Oct. 1
10:17 p.m. — First text about shooting incident sent.
10:30 p.m. — All paid media halted.
11:15 p.m. — Crisis communications team arrives at R&R Partners headquarters in Summerlin.
Shortly before midnight — International offices are notified, first social media sympathy messages crafted.
Monday, Oct. 2
1 a.m. — Statements and talking points are sent to other U.S. time zones
6:35 a.m. — President and CEO Rossi Ralenkotter issues statement to board members, resort partners and media.
Mid-morning — Las Vegas Convention Center South Hall opened to people affected by the tragedy at the request of Clark County.
10:30 a.m. — A section of the South Hall becomes a drop-off point for donations from the community. The response is overwhelming.
Noon — Information on where and how people could get help posted on LVCVA’s Las Vegas, Boulder City, Laughlin and Mesquite websites.
2 p.m. — Daily communications briefing established. LVCVA call center hours extended to midnight.
Afternoon — Work begins with creative team on first new ads. #VegasStrong established as the focus of the message. Production begins on LVCVA’s first video.
11 p.m. — LVCVA reviews the first cut of the video.
Tuesday, Oct. 3
3 a.m. — Team determines video needed a strong, more personal voice for the message.
Morning — Retired tennis professional and Las Vegan Andre Agassi contacted to be the video voice. He doesn’t hesitate to help.
1 p.m. — Design team completes a new #VegasStrong logo, a gold-colored heart-shaped image evoking the look of the “Welcome to Fabulous Las Vegas” sign.
6:30 p.m. — Resorts begin posting the “Thank you for being there” ad message and placing it on their marquees.
Wednesday, Oct. 4
Morning — Public relations team distributes the video that is widely shared.
Afternoon — The National Football League, in a reversal of policy, agrees to allow Las Vegas to air its television spot.
Just before 7 p.m. — #VegasStrong messaging delivered nationally.
Thursday, Oct. 5
Morning — Nationally distributed USA Today publishes and posts its “What happened here” ad. Congressional delegation distributes a public letter signed by two senators and four House members.
Late morning — LVCVA participates in press conference with Clark County Commission Chairman Steve Sisolak, the county coroner and emergency service manager.
Midday — Creative team meets to develop ad campaign involving Strip performers.
5 p.m. — Millions see television spot on Thursday Night Football. The message would be aired during 10 more games throughout the weekend.
Friday, Oct. 6
Morning — New animated ads with a slightly modified message released.
9:30 a.m. — New creative materials sent to resort partners for use on marquees and signage.
Saturday, Oct. 7
Morning — Work begins on new ad campaign using images and messages collected from public response to the tragedy.
Evening — CBS Evening News interviews Ralenkotter and R&R Principal Billy Vassiliadis about Las Vegas’ resiliency and protecting the Las Vegas brand.
Night — LVCVA employees visit Mandalay Bay as a show of support.
Sunday, Oct. 8
1 p.m. — The Oakland Raiders show support for their future Las Vegas home by placing a “Vegas Strong” decal on helmets and conducting a pre-game ceremony honoring victims of the tragedy.
10:05 p.m. — Las Vegas Strip marquees dim for 11 minutes, the duration of the shooting. A new message, “When things get dark, Las Vegas shines,” comes up when the lights return.RELATED