If you had to advertise
Las Vegas, what would you say? What would be your tagline? What would be the
brand truth you would be extolling?
Would it be the concept
of sexual mistakes and regret and drugs and regret and gambling mishaps and
regret? And regret?
Because it seems someone
in the Las Vegas tourism board thinks that that’s the way to go.
“What happens here, stays
here.” That’s the campaign lead line. Very much the essence of leaning in to a
sleazy image.
If nothing else it’s a
confusing move because everyone already knows that Las Vegas is that strange
mix of glitz and distress. Repeating the message doesn’t tell you anything new,
it doesn’t expand the market, it doesn’t make you think.
The variants on a theme
just reinforce the banality. “Where your accent is an aphrodisiac”. Classy.
Again leading with sex, and this time just retreading an old stereotype of the
British accent in America. It’s as if they simply have nothing more to say.
Perhaps that’s just a
reflection of Vegas as a city with shallow offerings, a one-trick-pony. But
surely there must be more to say than that.
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