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Las Vegas is Helping the City Heal With 2 Lines of Perfect Copy
By: Adweek
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The ads are all over town, from digital billboards at the airport to the famous marquee displays outside the major hotels and casinos.

Two lines of white copy on a black background:

We’ve been there for you during the good times.
Thank you for being there for us now.

Below that are the Las Vegas tourism logo and the hashtag #VegasStrong.

The message is everywhere, appearing on way more ad spaces than you would expect. Some displays have other ads rotating in, but many are unblinking—broadcasting just those words of thanks to the tourists here, and to those around the world who’ve offered support since Sunday’s horrific mass shooting on the south end of the Strip.

Every city in mourning repurposes its outdoor ad space this way. Think of the “United We Stand” ads in New York after 9/11, or #BostonStrong after the marathon bombing. Out-of-home plays a unique role at such moments, giving public voice to the pain—and also to the resilience that always goes hand in hand. It’s something the community craves without even necessarily knowing it.

Las Vegas knew after Sunday that it would need such messaging, and quickly, to help the city begin to heal. The task fell to R&R Partners, longtime agency of record for the Las Vegas Convention and Visitors Authority—best known for their long-running tourism ad campaign “What happens here stays here.”

The LVCVA would have no trouble getting the message out—the government agency partners with all the big properties in town to coordinate advertising. R&R’s job was to figure out what the ads should say.

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