The Las Vegas Convention and Visitors Authority (LVCVA) introduced its new ‘What Happens Here, Stays Here’ broadcast and digital spot, “Dream Vacation.”
The legendary brand’s innovative spot reinforces the destination’s identity as the paramount purveyor of adult freedom.
A casual meal takes an unexpected turn when a woman reflects on her recent Vegas vacation in what she thinks is a daydream, only to discover her memories are playing out for all her friends to see. In a panic, she pops the looming dream bubble, ensuring what happened in Vegas, stayed in Vegas.
Giving visitors permission to let go of their everyday inhibitions, Las Vegas’ famous campaign was first introduced in 2002 to overwhelmingly positive feedback. It has since received widespread recognition, being noted by USA Today as the “most effective” campaign in 2003, as well as an induction into the Madison Avenue Advertising Walk of Fame.
Directed by former Nevada resident Roderick Fenske, “Dream Vacation” is the first of two spots debuting within the next few months. Allowing viewers around the world to better understand and connect with the Las Vegas brand, Fenske filmed three versions of “Dream Vacation” using different casts and languages including English, French and Spanish. In addition to previous Las Vegas spots, the award-winning director has created commercials for brands such as British Airways, Old Spice, Skittles and more.
