CIG: Denver Public Relations, training, graphic design, research and proposal writing

Lady luck

“My husband is going to Vegas this weekend for a bachelor party.”

As you might imagine, when I told people this last week the responses I got ranged from “my friend’s husband went to Vegas for a bachelor party too. He got so drunk that he fell asleep at the gate and missed his flight,” “hopefully he’ll come back in one piece,” and “I bet he’ll have some stories! At least the ones he can share with you (wink, wink).”

Think about it, if I said he was going to Aspen, Portland, or even Los Angeles, a common reaction would have been “oh that’ll be fun.” So why did the mention of Vegas elicit such suggestive replies? The answer: one powerful tagline – “What happens here, stays here.”

These five words have now become more than a tagline, they’ve become a lifestyle. The adult playground offers visitors a break from reality and that is exactly what its patrons are looking for. That, and the false sense of security that Vegas will keep all your secrets even after the slots, lights and drinks subside and reality rears its ugly head on Monday morning.

The tagline made its glitzy debut in 2002 by the Las Vegas Convention & Visitors Authority (LVCVA) and marketing firm R&R Partners. After introducing the new tagline, tourism increased consistently until the recession hit and it leveled off slightly. In fact, when the LVCVA toyed with the idea of phasing it out, they were faced with less than enthusiasm from the general public and the tagline was brought back.

Vegas is at the forefront of marketing and was named the number two brand behind Google, according to the “WHHSH Story.” So what makes this brand, and tagline, such a success? I’ll give you five reasons:

1. Short and to the point – Only five words but they make quite a statement.
2. Captures the spirit – Provocative and ambiguous, allowing the audience to let their imaginations run wild.
3. Memorable – Most people can repeat the tagline without much thought as soon as Las Vegas is mentioned.
4. Outside the box – The marketers weren’t afraid to take a risk and go an unconventional route.
5. Proven by results – Promotions that include this tagline continue to help boost tourism.

These same basic rules can be applied to every tagline, whether you’re the city of sin or a small organization with a need for a clearly defined brand identity.

My husband did, in fact, make it home, without missing his flight, in one piece and with interesting stories…at least the ones he’s told me.

Enjoy this post? Share it with others.