Las Vegas is trying to move on from the tragic shooting of last year, introducing a campaign to appeal to the diversity of visitors, called ‘Only Vegas Moments.’ The push features a series of four digital short films and broadcast spots, that feature everything from a lesbian wedding to the things you can do as a solo traveler.
The campaign’s cultural storylines reinforce the city’s identity as a purveyor of adult freedom and encourages visitors to embrace unique only-in-Vegas moments.
“The introduction of ‘Only Vegas Moments’ celebrates the long-standing promise of adult freedom in Las Vegas by embracing contemporary storylines that are relatable to a wide range of potential visitors,” said Cathy Tull, chief marketing officer for the Las Vegas Convention and Visitors Authority (LVCVA). “Through authentic and empowering experiences, the new stories highlight Las Vegas as a destination where being whomever you want is not just allowed, but encouraged.”
The first film, ‘Now & Then,’ finds a young LGBTQ couple in love, which started in Vegas and turns into a wedding proposal. The touching story ends with a life-defining experience. In ‘Party of One,’ a woman whose travel plans change suddenly finds herself in Las Vegas with the rare opportunity to do something just for herself. With no one to look after and nothing on her schedule, it’s an opportunity for a working mom to practice self-care. In ‘The Meetup,’ a traveler in Las Vegas on business decides to make his trip more interesting by transforming himself into a mysterious smooth operator – with people taking notice. ‘The Anniversary’ finds a couple in a relationship on the rocks, who then decide to embrace the freedom of Vegas in hopes of remembering why they fell in love in the first place.
“Las Vegas’ release of ‘Only Vegas Moments’ is a cutting-edge approach to create culturally relevant global tourism,” said John Tanzella, president and chief executive officer of the International Gay & Lesbian Travel Association (IGLTA). “’Now & Then’ is a perfect example of the inclusive environment that awaits all travelers in the destination.”
All filmed in Las Vegas, the spots will air on major national and network channels as well as live on the brand’s website – which also features itineraries for each type of traveler – and YouTube channel.
Click on the Creative Works box below to see all four short films.