What happens here, stays here.® … Five simple words created exclusively for the Las Vegas Convention and Visitors Authority by R&R that changed the face of marketing forever.

It is solidified in popular culture, featured in movies, television, art and books. And quoted by celebrities, comedians, politicians and visitors. Even if you’ve never been to Las Vegas, you know it and it is part of your life.

More importantly, no tagline in history has influenced consumer behavior like What happens here, stays here, a feat achieved without even showcasing the destination itself. Not only did it drive record visitation to the tune of 42+ million a year, it also drove increased spending and a desire for a heightened travel experience. And it changed the way visitors acted before, during and after their trip by fueling their imaginations and their sense of adventure.

“A Stroke of Marketing Genius.”

The New York Times

It’s hard to imagine Las Vegas if What happens here, stays here never existed. It transcended marketing, becoming a talisman that transformed and propelled the city forward to what it is today. From unprecedented market growth to the world’s biggest conventions, from the Entertainment Capital of the World to The Greatest Arena on Earth,™ What happens here, stays here became a global powerhouse that attracted interest from every corner of the planet. And it continues to change the face of the Strip by inspiring the product itself.

“A Cultural Phenomenon.”


Today, Las Vegas is on the cusp of forever changing the way people experience live sports and entertainment, with a Stanley Cup Champion NHL team, the Las Vegas Raiders, the Champion WNBA Las Vegas Aces, The Sphere, The Big Game upcoming, and Formula One all happening in 2024 with Major League Baseball and the NBA not far behind.

not a video

The American Association of Advertising Agencies featured “What happens here, stays here™” in The Madison Avenue Advertising Walk of Fame. The campaign won over such formidable competitors as Nike’s “Just Do It,” Capital One’s “What’s in Your Wallet?” and DeBeers’ “A Diamond Is Forever”.

Thanks in large part to five simple words and the work that continues to build on that legend.

In a recent study, 81% of respondents aware of the LVCVA’s advertising cited that it had a positive impact on their likelihood to visit. But that’s just the tip of the iceberg:


Visitors a year


Increase in daily hotel rates


Year-round occupancy.
The national average is 67%

Game-changing. Results driven.

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