Destinations

Vegas moves beyond hardcore fans for new tourism ad campaign

Excerpt from USA Today

Jan 04, 2013 3:00 am

Skift Take

Las Vegas sees the writing on the wall on many fronts: Macau is bigger for big time gamblers, U.S. local economy will still keep Vegas market depressed for a while, and to get a bigger audience, it needs to move beyond its party-hard image.

— Rafat Ali

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Monday next week marks the launch of an ad series starring an actor playing a guy named Las Vegasdotcom, an average Joe who has nothing to do with Sin City but gets pestered for tourist info. Soon, he becomes an expert…the idea is to target “persuadables” rather than loyal repeat customers and showcase the revamped lasvegas.com website, where visitors now can book rooms and customize a trip in addition to getting tourist info.

“What happens, stays” isn’t being retired…the city ..needs to stay competitive and give people “reasons to visit.”

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