For the first time ever, Las Vegas has created a new television commercial specifically geared towards the LGBT community. The television broadcast spot incorporates a fabulous new twist, and is part of the destination’s legendary “What Happens Here, Stays Here” campaign. The widely popular crusade has always celebrated adult freedom, and this new installment champions LGBT travelers and showcases Las Vegas as an unassuming destination.
The commercial launched Monday, April 7, on various well-known national television networks, in addition to Bravo TV, E! Entertainment Television, and Logo TV.
“The addition of an LGBT spot to the ‘What Happens Here’ crusade was a natural next step,” asserted Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority (LVCVA). “Las Vegas’ campaigns are based on adult freedom and encouraging visitors to experience in that freedom firsthand.”
Las Vegas has been marketing to the LGBT community for more than five years. The newest “What Happens Here, Stays Here” installment is a follow-up to the “Everyone’s welcome, even straight people” print and digital campaign, which debuted in 2012 and featured gay and lesbian scenarios. However, this is the first time the destination has created a “What Happens Here, Stays Here” television commercial targeting the LGBT community. Furthermore, Las Vegas is the first destination in the U.S. to do a national mainstream media buy with Bravo TV and E! Entertainment Television to advertise to the LGBT community, specifically.
MGM Resorts International, Caesars Entertainment Corp., Wynn Resorts Ltd., and The Cosmopolitan of Las Vegas all received perfect scores on the 2014 Human Rights Campaign (HRC) Corporate Equality Index, and were voted Best Places to Work in 2014 for LGBT Equality. These four property groups represent nearly 30 properties in Las Vegas.
“The Las Vegas Convention and Visitors Authority has a long history of actively supporting equality through groundbreaking advertising and community initiatives,” said GLAAD president and CEO Sarah Kate Ellis. “In becoming the first-ever destination to show their support in a national mainstream broadcast campaign, they have once again raised the bar for the travel industry.”
According to the Community Marketing and Insights (CMI) annual LGBT travel survey, Las Vegas remains a premier travel destination among LGBT travelers. Las Vegas ranked as the second most very popular U.S. destination among gay men and third among lesbians.
The “What Happens Here, Stays Here” LGBT television commercial, “The Check In,” employs a playful approach to the welcoming atmosphere found in Las Vegas and is scheduled to run through 2014.
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