las vegas
launched the rebrand of las vegas—evolving its iconic tagline “what happens here, stays here” to “what happens here, only happens here”.
to prove we needed to evolve the slogan we got steven tyler of aerosmith to reveal the line to his fans 6-weeks before launch. the next day it was news all over the world—from usa to uk and even australia—we never confirmed nor denied the line change leading many to guess and speculate. that’s when we started releasing #only teasers with vegas influencers and residents. we also teased the new slogan and campaign with outdoor in los angeles and new york city, specifically times square—you may have seen us out ‘new york city, in new york city on new years eve’ when we had our las vegas logo and headline, front and center, as the famous ball dropped.
this campaign was/ is an epic project that took the brilliant collaboration of multiple departments working together with one objective in mind—to make the rebrand of vegas as famous as possible. this campaign encompassed a 60-second grammy award launch spot, multiple tv spots, social, influencer, pr, news, outdoor and media plays… it’s been wild… and it’s just the start of the ‘the year of only’…
tv
ran before the superbowl
ran during the grammy’s
outdoor
influencers/ vegas residents
we reached out to some of the local vegas influencers and residents to help us spread the word about #onlyvegas.
