Can you identify the city this slogan refers to? Of course. The answer is Las Vegas. Or just Vegas, as it’s often referred to.
The slogan is a legend, yet relevant. If you’re old enough, you’ve seen/heard this slogan in ads. If not, you’ve heard it in movies, songs and in passing. I personally say it to anyone I know who tells me they’re going – or have been – to Vegas.
Steve and I were in Las Vegas recently, during our West Coast marathon road trip. The official story: we were in Vegas to visit family. Of course there’s more – but I can’t tell you about it. It’s the part that will stay in Vegas.
I’m kidding of course. But I do think of the famous slogan every time I’m there. The phrase perfectly sums up the Las Vegas Brand.
Exactly what is the Vegas attraction? I think of it as a fantasy, escape, or excuse. This article tells how it was first described back in 2003. After brainstorming and a year of research, the R and R Partners ad firm summed up the Las Vegas branding statement like this: In Vegas you can have the freedom to be someone you can’t be at home.
(For a laugh, check out this funny ad from 2006, with a man testing which occupations work best for picking up girls.)
The “What happens here, stays here” campaign combined humor with a perfect blend of mystery and clarity. To this day, the phrase communicates the Vegas message and lets you know why you want (or perhaps don’t want) to go there. For a stellar job in defining and communicating its brand, Vegas is an Uncopyable Rock Star.