“What happens here, stays here” is here to stay — for now.
Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority, said Tuesday that the marketing campaign is still working, including with millennials.
During the authority’s presentation of promotional plans for the 2016-2017 fiscal year, Tull added that the team is “prepared to pivot” if the familiar campaign wavers.
In April, the authority attended the popular California music festival Coachella for the first time and created a black-labeled, hashtag-conscious beer “#WHHST” that references the tagline.
Looking ahead, the marketing team plans to promote the city through new technologies, including virtual reality. Over the last year, the authority has used virtual technology headsets to promote the city as a place to do business and have fun.
The authority released an app this year called “Vegas VR” that allows users to experience attractions such as a zipline ride over Fremont Street or a helicopter tour over the Strip.
For the October IMEX America convention which showcases the meetings industry, the authority will have a booth promoting the technology to show off convention and meeting space the city offers.
The authority will continue to focus on nearby California markets of Los Angeles, San Diego, San Francisco and also Phoenix, Arizona, Tull said.
The authority is also gearing up for the October presidential debate, which is expected to draw 5,000 members of the media.
Tull said the Authority hopes to “Expand the destination story beyond just the debate happening here in Las Vegas.”
In May, the authority’s board approved $96.5 million for advertising and $45.2 million for marketing for the 2016-2017 fiscal year.
Since 1980, the authority has held a contract with public relations firm R&R Partners, which devised the city’s familiar tagline. A three-year agreement was approved last year for $13.5 million.
Contact Alexander S. Corey at firstname.lastname@example.org or 702-383-0270. Find @acoreynews on Twitter.