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Despite stalled growth in China, Brazil and Russia, a wave of newly middle-class travelers from the BRICs and beyond will start visiting international destinations in the coming decades — dwarfing the numbers we’ve seen thus far.
Funny for now, and more remains to be seen, but funny has the potential to become old and tired very soon, unlike Vegas’ party-hard branding that has stood the test of time.
For the first time since its iconic “What Happens in Vegas, Stays in Vegas.” tagline that the Las Vegas Convention and Visitors Authority adopted as the city’s official slogan, it is in for a change. More like an addition, actually.
Launching tomorrow, the new slogan and campaign, still under wraps but centers around a guy named Las Vegasdotcom, a regular guy living in LV and being pestered for tourist info, so much so that he ends up becoming an expert. The video below, a sneak peek at the campaigns, starts this storyline. The idea will be to direct people to newly relaunched LasVegas.com. As the sneak-peek video explains: “Las Vegasdotcom is the guy next door who everyone loves. But when you’re constantly being mistaken with the official website of Las Vegas, LasVegas.com, life can be rather interesting.”
In the bigger picture, the city wants to move beyond it hardcore party city image, and expand its base to what it calls “persuadables”, other people who will come for the cultural activities and events beyond gambling.
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.
Tune in here tomorrow when LVCVA launches the campaign officially, we’ll have full details then.