The power of advertising: Way more than words + pictures

When is advertising not just words? When is marketing not just promises a brand is making to a consumer, which is sometimes kept, but often times not? When does a brand stand for something that is bigger than a transaction, bigger than a consumer experience? How many brands become a way of life?

For years, Las Vegas has made the promise to consumers that, “What Happens Here, Stays Here.” It has become English language lexicon and recognized the world over. In 2011 the tagline was enshrined into the ‘Madison Avenue Advertising Hall of Fame”, joining iconic advertising such as the Budweiser Clydesdales and taglines such as the unforgettable, “Where’s the beef?” And the destination of Las Vegas has welcomed a record number of visitors each of the past three years, surpassing it’s own previous records.

But even the most recognizable and memorable ad campaigns tend to be simply that, memorable. “Where’s the beef” doesn’t truly stand for anything. The Budweiser Clydesdales aren’t a way of life. That is where Las Vegas and the “What Happens Here, Stays Here” campaign is different. In a world of ever-increasing stress, complication and confusion — Las Vegas represents something to visitors. The brand promises true ‘Adult Freedom’, which gives visitors to do what they want and be who they want, free from judgment (and within the law). And while there have been high profile cases of that behavior which have spread beyond the destination, such as Prince Harry’s naked fun in 2012, every day 150,000 hotel rooms are filled with people looking to escape. What they are escaping is individualistic, as is the Vegas experience. A conservative teacher from the Midwest may be looking to dress up, go out and eat dinner at 11PM. A banker from the Pacific Northwest may be looking to dress down, stay within the resort and play blackjack for 6 straight hours. Las Vegas is what you make of it and the promise of Adult Freedom is carried out every single day of the year, by hundreds of thousands of visitors.

Still, it is about more than that. Las Vegas escapism can shield you from pressures, scrutiny and a life that you no longer recognize. Via research, consumers describe Las Vegas as a “place where I can be the best version of myself.” And while that may seem like a loaded proposition for some, it is truly a sanctuary for others.

On the august 3rd episode of HBO’s ‘Any Given Wednesday’, Caitlyn Jenner said the following:

“I was in Vegas the other day. I had to give a speech and… I used to go to Vegas for years and years and years and I liked to go to Vegas because I could sneak around. I could go to my hotel room. Dressed, cross-dressed, actually go out and walk around. I would never talk to anybody, because I knew my voice would give me away. But I could — and I never got caught — I could go just go out and be myself and just walk around.”

For a brand that has long promised obscurity, freedom and the ability to be who you want to be, free from judgement… this is a Las Vegas jackpot. It embodies the connection visitors have with Las Vegas. It underscores the possibilities and imagination of a trip to Las Vegas. It also underscores that an ad campaigns can be so much more than empty words and hollow promises.

Las Vegas takes very seriously its role in the life of visitors. The resort community welcomes all walks of life and provides unparalleled hospitality, consistently receiving satisfaction scores of 95%+ from guests on their way out of town. And as life becomes a tougher puzzle to solve with each news and election cycle, Las Vegas is proud to be a place where people can escape, have freedom and use as a personal sanctuary.

Caitlyn Jenner gave a powerful voice to the transgender community, but there is no questioning that she is just one of many, many individuals who battle gender identity issues, struggle with confidence and seek safe haven. Las Vegas is proud to have welcomed her in the past — and will do so again in the future. Perhaps more importantly, Las Vegas is proud to welcome the thousands and thousands of other less famous Caitlyn Jenner’s who simply want to escape their lives back home.

Las Vegas is their place for adult freedom. Because, “What Happens Here, Stays Here.”