Destinations

Las Vegas mocks square straight people in new print ad campaign

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From actual desegregation in the middle of last century to now multi-ethnic, multiracial, diverse city, you'll have to admit Las Vegas has certainly come a long way even if you don't agree with the cliches in these ads.

-Rafat Ali

by Rafat Ali, Skift
Jan 20, 2013 12:25 pm

Advertising for destinations, especially in print, usually works in cliches. You have to, you’re trying to capture the essence or promise of a destination in one image, one page. Mostly these cliches are meant to make you stop and stare.

And this new print ad campaign from Las Vegas tourism authority LVCVA surely does that by stretching the boundaries of cliches, in a mix of mock earnestness and irony. The five ad series with the tagline “Everyone’s welcome, even straight people” is aimed at gay and lesbian travelers with the positioning to move beyond what it calls lip-serving “gay-friendly” to gay-centric, at least in the stylishness of Las Vegas lifestyle.

That LVCVA decided to go with this particular execution, despite the right goal, does have the capacity to offend even the LGBT community, as evidenced by comments on this blog. What do you think?

Click on the thumbnails below to see the full ads:

“Everyone’s welcome, even straight people.”

LGBT advertising is nothing new. It’s been here for decades. For too long, brands have told us they’re “gay-friendly,” shown us a gratuitous same-sex couple, slapped a rainbow logo on it and called it a day. Las Vegas decided to do something different. To imagine a world where – every once in a while – we have to remind the heteros that Las Vegas still belongs to them, too…so long as they’re willing to share.

Advertising Agency: R&R Partners, Las Vegas, USA
Executive Creative Director: Arnie DiGeorge
Creative Director: Doug Finelli
Assistant Creative Director / Art Director:Mark Naparstek
Assistant Creative Director / Copywriter: Chris Hagan
Photographer: Brian Kuhlmann
Published: 2012

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  • http://www.facebook.com/lovefords John Fords

    LAS is a pit. When I worked for the airline I would do anything to get out of working a flight there. Never a good experience… drunk passengers on the way there, and pissed-off losers on the way back.

  • beto

    Who cares! These are some sick people with mental problems

  • http://www.facebook.com/lonnie.beerman Lonnie Beerman

    Well…Vegas IS the modern day version of Sodom & Gammorah mixed into one.
    A place were phonies go to say “Ooo…look how badly I’m behaving! Isn’t it shocking? I’m so cool!
    It’s in a state whose senior Senator (Hairball Reid) wants everybody else in the country to tighten their belts and do without, yet is pushing a billion dollar fast rail that is projected to be a finacial money pit and a tax burden on people who will never even see it, much less use it. (It’s supposed to run from Middle-of-Nowhere, Peoples Republik of Kalifornia to Vegas.)

  • OnlyMeAgain

    I’m sorry……but since when are all white married couples (that are male & female) frumpy dressed & drive stations wagons? This ad campaign makes me want to cancel the planned trip we have next month. Like many other gay issues, it demeans the heterosexual person while glorifying the gay life. I take offense to this campaign.

    Also, the fact that there are women/women & men/men showing affection & straddling each other is just as vulgar as men/women doing so in public. Whatever happened to decency in public situations?

    I thought Vegas was for ALL people (I realize they are trying to get away from the “family” vacation spot again) & what happens in Vegas stays in Vegas. Guess not any more!

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