When tragedy struck,
prompt action helped
heal a city

Just after 10 p.m., on Sunday night October 1, 2017, a gunman opened fire on a crowd of 22,000 Las Vegas concertgoers, killing 58 people and injuring more than 500. It was a tragedy no one was prepared for – not even the highly trained local authorities and first responders.

The magnitude of the events that unfolded pushed R&R Partners’ crisis team to the limit. But with a brand to protect and a city to help heal, we banded together to instantaneously manage the media message and help guide Las Vegans through this senseless tragedy. When lives and communities are at stake, it is vital for brands to swiftly and effectively take control.

Just hours after the attack, the creative team crafted a Vegas Strong video shining a light on the heroic efforts of first responders, resort staff and event attendees. Media partners agreed to donate ad space and, for the first time ever, the NFL agreed to air a Las Vegas spot nationally during a game.

One week after the shooting, our Strip resort partners turned off their marquees at 10:05 p.m., the moment the first shot was fired. Their marquees remained dark until 10:17, and their lights were raised with a new message of hope, “When things get dark, Las Vegas shines.” A year later, we continued to help the city and community heal with “Vegas Stronger” messaging.

1 October was a global news story. Our immediate response efforts delivered over 400 million impressions and generated more than $40 million in earned media value.

Through national research in the weeks following, we measured travel intent and sentiment. Most respondents said they believed Las Vegas was safe while brand health measures all remained strong. Most importantly, our convention and trade show schedules and rotation cycles generated strong attendance over the previous year. A year later, we continued to help the city and community heal with “Vegas Stronger” messaging.

Despite the profound tragedy that happened, Las Vegas remained a premier travel destination with 3.6 million people choosing to visit the city in October.