Las Vegas
What happens in Vegas stays in Vegas, right? Well, not so much for the always-on, 'Gram-it-or-it-didn't-happen generation. So, my team at R&R Partners evolved its iconic tagline to "What Happens Here, Only Happens Here" and amplified it with a star-studded 360 campaign.
Six weeks before launch, Steven Tyler of Aerosmith leaked the line at a show in Vegas, and by the next day, it was worldwide news, leading many to speculate.
So, we played along and released social teasers with iconic Vegas influencers and residents and bold, type-driven OOH—including prominently in Times Square during New Yew Year's Eve 2019. The campaign officially kicked off with a 60-second Grammy Award launch spot and proceeded with multiple films, social, influencer, OOH, PR, news, and disruptive media plays.
Agency: R&R Partners
Client: LVCVA
Category: 360 Campaign / Social / Digital
We introduced the new line to the world from multiple angles.
Six weeks before the launch, Steven Tyler of Aerosmith revealed the line at a show in Vegas. By the next day, it became global news, leading to much speculation.
Eaned Media with Steven Tyler:
“When I say, ‘What Happens Here,’ you say, ‘Only Happens Here!’ ” Tyler told the packed house.
Social Engagement
Check out the live stuff on Instagram with the updated brand.