LVCVA ’Only Vegas Moments’ Campaign Empowers People With ‘Adult Freedom’
Tuesday, May 22, 2018 at 03:20PM in Ad Campaigns, LVCVA, Las Vegas, Only Vegas Moments, ad campaigns

By Barry Janoff

May 22, 2018: Las Vegas is still recovering from the tragic events of October 2017 when a mass shooting left 58 people dead and more than 850 wounded,

But Vegas has the NHL’s Golden Knights going to the Stanley Cup Finals and the WNBA’s No. 1 overall pick in A’Ja Wilson with the Aces in their first season after relocating from San Antonio.

And now a multi-platform campaign, “Only Vegas Moments,” from the Las Vegas Convention and Visitors Authority.

The effort takes the iconic “What Happens In Vegas Stays In Vegas” to another level, described as “Adult Freedom,” showing how the city helps to empower people in a variety of situations to take charge and/or change their lives.

Four anchor TV spots come with different tag lines: “Destiny happens here,” “Rejuvenation happens here,” “Rekindled happens here” and “Reinvention happens here.”

Media buy includes ABC, CBS, NBC and Fox and cable.

Key elements also include digital and social media.

Lead agency is R&R Partners, Las Vegas.

The spot likely to draw the most attention, "Now & Then,” focuses on two young women who meet and marry in Vegas, with one of the women worried about how her parents might react — “My parents would never forgive me. They don’t see the world the way we do” — until they show up at her surprise wedding.

“Las Vegas’ release of ‘Only Vegas Moments’ is a cutting edge approach to create culturally relevant global tourism,” John Tanzella, president and CEO for the International Gay & Lesbian Travel Assn, Ft. Lauderdale, said in a statement.

"'Now & Then' is a perfect example of the inclusive environment that awaits all travelers in the destination.”

The storylines in the other three main TV spots include “Party of One,” about a woman whose change in travel plans gives her time in Las Vegas with the rare opportunity to do something without her husband and kids; “The Meetup,” about a businessman who decides to make his trip more interesting by transforming himself into a mysterious smooth operator; and “The Anniversary,” about a couple whose marriage is facing problems but decide on their anniversary to “embrace the freedom of Vegas in hopes of remembering why they fell in love in the first place.”

Full-length spots each run three minutes-plus but will be aired in 15-, 30- and 60-second components.

“The introduction of ‘Only Vegas Moments’ celebrates the long-standing promise of adult freedom in Las Vegas by embracing contemporary storylines that are relatable to a wide range of potential visitors,” Cathy Tull, CMO for LVCVA, said in a statement.

“Through authentic and empowering experiences, the new stories highlight Las Vegas as a destination where being whomever you want is not just allowed, but encouraged.”

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