Las Vegas is welcoming, from one end of the Strip to the other, and goes above and beyond to ensure every visitor has a memorable experience. So, on Oct. 9, 2014, when Nevada became the 31st state to legalize gay marriage, it was only fitting that the Wedding Capital of the World congratulate and welcome the entire LGBT community to celebrate their now-legal nuptials in one of the greatest cities in the world. And only in a way that Vegas can.
The team quickly expedited its planning after the news broke earlier than expected and jumped into action to create a multilayered campaign, including a full-page print ad in USA Today, social media posts, public relations efforts and a temporary redesign of LasVegas.com.
These efforts produced more than 8.1 million media impressions and $12 million in earned media value.