LVCVA – Vegas Changes Everything

Vegas Changes Everything

Encouraging visitation with authentic and humorous ads

Working with the Las Vegas Visitor and Convention Authority (LVCVA) to drive visitation to the city, while supporting properties and the in-destination brands, R&R developed the Vegas Changes Everything and Change Your Thanksgiving campaigns. Both campaigns were designed to highlight seasonal shows, entertainment and residencies while playing up the contagious and uplifting energy that sets this city apart.

Through two integrated campaigns in 2019, one in May and one just ahead of the holiday season, we used broadcast TV and digital spots, radio ads, display banners and more to target specific audiences. Although we highlighted the palpable Vegas energy in the two campaigns, we used different themes for each. For summer, we emphasized the larger-than-life entertainment experiences that can only be had in Vegas and juxtaposed them against trivial obligations back home. For Change Your Thanksgiving (CYT), we played up the idea that holidays in Las Vegas are the stress-free antithesis to a monotonous, uncomfortable Thanksgiving.

Both campaigns were well received, driving considerable traffic to VCE garnered over 160,700 video views, had a social reach of 1.4 million, and drove 256,000 page views with a 3:26 minute site average. CYT drew 45,700 page views and increased site time average by over a minute. Collectively, the two campaigns garnered over 70,000 total impressions.

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The Results


ad favorability


combined media


partner referrals