What Happens Here, Only Happens Here

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.

Reimagining the iconic Vegas tagline also included a verbal and visual identity refresh. Inspired by the visceral nature of the destination, my team developed a messaging strategy and visual language that evoked Vegas' grit and glamour in a modular structure that lent itself to strategic franchises within the marketing ecosystem.