The Las Vegas Convention and Visitors Authority (LVCVA) has launched a new national television campaign aimed at spreading the word that Sin City is back and open for business.
“Vegas You,” as it’s called, hit a variety of network, cable and digital channels on April 26 to coincide with an increase in Covid-19 capacity limits in Clark County from 50 percent to 80 percent starting May 1.
Plans recently announced by Governor Steve Sisolak are for the limits to be removed entirely by June 1, along with an end to social distancing requirements, on the expectation that at least 60 percent of 1.8 million eligible county residents will have received one or more doses of a coronavirus vaccine by that date.
County officials said the vaccination rate was expected to reach 50 percent by the end of last week.
Visitation to Las Vegas, meanwhile, continues to improve but has yet to reach pre-pandemic levels. The latest numbers from the LVCVA show the city had about 1.5 million visitors in February, up 19 percent from January but down 54 percent from the year before.
“Vegas You” is designed to give it a boost.
“The campaign reminds travelers that Las Vegas is open, ready and excited to welcome them,” said Kate Wik, the authority’s chief marketing officer.
In line with this, “The Dance,” as the first 30-second spot in the series is titled, “evokes the feeling of freedom that has become synonymous with the Vegas experience,” Wik said.
It features a couple dressing up and dancing around a variety of the resort’s attractions, including The Cosmopolitan of Las Vegas and The Venetian on the Strip and downtown’s Circa.
“Let out the Vegas in you,” a narrator intones toward the end, right before the city’s new catch phrase “What Happens Here, Only Happens Here” appears over an image of fireworks above the city’s skyline.
“The Dance” will run nationally on ABC, CBS, NBC, Fox, BET, ESPN, Bravo, Food Network and HGTV, and during National Hockey League games on NBC Sports and NBA games on TNT. It will also run digitally as part of a streaming schedule with NBC and Fox, as well as other digital and social channels, according to the LVCVA.
A second advertisement is set to launch in late May as part of a marketing blitz timed to coincide with the July 4 holiday weekend.