Sin City’s infamous, award-winning campaign that countless visitors have worked into their own Vegas narratives, is now getting a major facelift this year. “What happens here, stays here” will reportedly change to “What happens here, only happens here.”
The new catchphrase is scheduled to have its world debut in a 60-second ad during the broadcast of the Grammy Awards on Jan. 26, ABC News Las Vegas affiliate KTNV reported.
The president and CEO of the Las Vegas Convention and Visitors Authority (LVCVA), Steve Hill, announced the update last Friday. The organization’s new branding was revealed at the Vegas Chamber’s Preview Las Vegas event at Wynn Las Vegas.
.@LVCVA CEO @ShillforVegas announced at #PreviewLV that Vegas will be getting a new marketing slogan. It will be unveiled during the @GRAMMY Awards on January 26. Read more from @rickvelotta @reviewjournal https://t.co/MKpRvoXYGO
— Vegas Chamber (@lvchamber) January 17, 2020
Hill said the goal is for people to see how Las Vegas has transformed itself to be more than the Entertainment Capital of the World, KTNV reported.
And the change comes at the perfect timing, during one of the most exciting years in Vegas’ 115-year history. It’s the year the city officially got a NFL team, a new billion-dollar stadium, was crowned host of the 2020 NFL Draft, and is opening up a slew of new entertainment options.
What Happens Here, Stays Here
The original slogan that visitors have associated with the city for years, was first imagined in 2003 by the Las Vegas Convention and Visitors Authority and advertising agency R&R Partners. The idea behind the branding was to showcase all that Vegas had to offer, outside of being a gambling destination. They wanted a slogan that would promote the themes of adult freedom and empowerment, too.
And it worked. Millions of tourists have worked the slogan into their own storylines from their Vegas trips, sharing some details, but leaving some for themselves. It’s somehow infused the essence of the Vegas experience.
A survey in USA Today called the famous campaign the “most effective” of 2003. The phrase has even been referenced throughout the entirety of mainstream pop culture. Just two years after the campaign’s anticipated debut, then-First Lady, Laura Bush, used the tagline in a discussion with Jay Leno on The Tonight Show. The slogan then became the name of the 2008 American comedy What Happens in Vegas. It also inspired a song of the same name by Usher, and contributed to a number of themes in the popular film series, The Hangover.
What Happens Here, Only Happens Here
R&R Partners are the brainchild behind Vegas’ brand new slogan, too, in what they hope will become as effective in the mind of visitors and locals alike. The advertising agency reportedly spent several years working on the campaign.
A spokeswoman for the agency told ABC News:
“It’s kinda been the baby of the company for a long time.”
The Las Vegas Convention and Visitors Authority has an annual budget of $360 million. They spend over $100 million a year on all advertising efforts, and sources tell FOX Business that the latest rebranding will be taking a “significant” part of that million-dollar advertising budget.
The new slogan aims to represent all of Las Vegas’ history, including its most recent changes. The city itself has been evolving drastically over the past decade alone, and it’s been a long time coming. Visitors and locals are starting to see the wheels turning and the transformation of the city as a whole happening. Pretty soon everyone will know, what happens here, only happens here.