Las Vegas Gets New Catchphrase
By George Oates, Jul 31st 2007Las Vegas promoters might advance a new catchphrase: "Your Vegas is showing", which is a slogan to promote Southern Nevada. The catchphrase might remain permanent if the surveys are good and in the case it will be presented on television. The Las Vegas Convention and Visitors Authority says that the new catchphrase will be broad casted starting with this fall.
If it doesn’t, copywriters will have to figure out new ideas that would promote Las Vegas as a tourist destination. Terry Jicinsky, the authority's senior vice president of marketing, said that the slogan implies that one is living outside of his/hers everyday life, and that it says about one as an individual.
He also said that the famous catchphrase: "What happens here, stays here”, which is the most famous catchphrase in the history of Vegas, won’t be replaced by the new one.
The authority so far spent $131 million to market the famous catchphrase. Other catchphrases that have been proposed are: "Not business as usual", "Overtime guaranteed", and "A world of entertainment".
It is very expensive to create slogans to promote Las Vegas, a 30 second spot on TV costs about $400,000 to $500,000. The marketers who are in charge with the slogans, say that is a difficult job because the slogans must keep the occupancy rates in Southern Nevada hotels around 90%.
The creative process that generates Las Vegas slogans is being directed by the firm R&R Partners. The catchphrase "What happens here, stays here" was created by two members of the company. The authority has an advertising budget of $85 million each year which is spent through R&R.
The slogan generated some controversies but an online survey revealed that the slogan helped Las Vegas become the second-most recognized brand in America after Google. In 2005 a scandal erupted when it was revealed that the authority sold the slogan with $1 to R&R because the firm was in a better position to defend the trademark than the authority.
The authority had to pay legal fees, worth of $320,837 and R&R had to return the slogan. The authority also paid $732,123 in legal fees to support six cases to defend the trademark.
In April one defendant to pay $114,000 to the authority because the accusations it brought were unfounded. Vince Alberta, the Authority spokesman said that this money is well spent because it protects the trademark.
If it doesn’t, copywriters will have to figure out new ideas that would promote Las Vegas as a tourist destination. Terry Jicinsky, the authority's senior vice president of marketing, said that the slogan implies that one is living outside of his/hers everyday life, and that it says about one as an individual.
He also said that the famous catchphrase: "What happens here, stays here”, which is the most famous catchphrase in the history of Vegas, won’t be replaced by the new one.
The authority so far spent $131 million to market the famous catchphrase. Other catchphrases that have been proposed are: "Not business as usual", "Overtime guaranteed", and "A world of entertainment".
It is very expensive to create slogans to promote Las Vegas, a 30 second spot on TV costs about $400,000 to $500,000. The marketers who are in charge with the slogans, say that is a difficult job because the slogans must keep the occupancy rates in Southern Nevada hotels around 90%.
The creative process that generates Las Vegas slogans is being directed by the firm R&R Partners. The catchphrase "What happens here, stays here" was created by two members of the company. The authority has an advertising budget of $85 million each year which is spent through R&R.
The slogan generated some controversies but an online survey revealed that the slogan helped Las Vegas become the second-most recognized brand in America after Google. In 2005 a scandal erupted when it was revealed that the authority sold the slogan with $1 to R&R because the firm was in a better position to defend the trademark than the authority.
The authority had to pay legal fees, worth of $320,837 and R&R had to return the slogan. The authority also paid $732,123 in legal fees to support six cases to defend the trademark.
In April one defendant to pay $114,000 to the authority because the accusations it brought were unfounded. Vince Alberta, the Authority spokesman said that this money is well spent because it protects the trademark.
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Las Vegas Gets New Catchphrase
