LAS VEGAS EXPANDS “WHAT HAPPENS HERE, STAYS HERE” FALL CAMPAIGN WITH LAUNCH OF “TRANSFORMATION”

LAS VEGAS (Dec. 8, 2014) – Las Vegas launches the latest “What Happens Here, Stays Here” commercial today, titled “Transformation.” The 30-second spot makes its debut, along with a series of digital and social extensions. For more than 10 years, the iconic campaign has celebrated adult freedom, and “Transformation” illustrates the clandestine freedom people experience in Las Vegas while instilling the destination’s message of: be yourself or anyone else.

The narrative follows the journey of lead male and female characters as they spend the day crossing paths with their appearances evolving at each location. The lead characters come together at the end of the commercial as Imagine Dragons performs their latest single, “I Bet My Life.” The destination was eager to work with the Las Vegas quartet on the pop-culture entrenched campaign as it continues to elevate Las Vegas as the “Entertainment Capital of the World.”

“We were incredibly excited to partner with Las Vegas on this campaign,” said Dan Reynolds, lead singer of Imagine Dragons.  “Las Vegas is our home and our band will always be grateful for the support the city has given us over the years.”

In the current campaign, Las Vegas celebrates the over-the-top experiences and activities that can be found throughout the city, and make Las Vegas unlike any other destination in the world. “Transformation” was directed by Jamie Rafn, whose previous credits include work for Visa and T-Mobile.

“Transformation puts a spotlight on the autonomy Las Vegas offers visitors to be who they want to be,” said Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority (LVCVA).  “For Las Vegas, working with Imagine Dragons, a band our city has watched flourish, was an unforgettable experience.”

To extend the “Transformation” reach, Las Vegas partnered with content creator and digital influencer Meagan Cignoli to produce custom ‘transformation’ videos. Cignoli, an industry leader named as one of the “Top 10 Stop-Motion Artists on Vine” by Adweek, has also created content for brands including: Coca-Cola, Tiffany & Co., Mercedes Benz and Samsung.  The videos will be shared on Las Vegas’ official Instagram, Vine, Facebook and Twitter accounts.

To further extend this effort, Las Vegas will partner with YouTube influencers to create tutorials for consumers to learn how to create their own ‘Transformation look,’ which will be shared out in the New Year.  Pinterest will also be a key platform where Las Vegas will provide female consumers tips and tricks for trendy looks to allow them to experience the destination in style.
The widely popular “What Happens Here, Stays Here” campaign embraces adult freedom and positions Las Vegas as an unassuming and welcoming destination. Every year, millions of visitors seek sanctuary in Las Vegas as the place where everyone is able to be who they want to be.  In 2014, Las Vegas is expected to welcome more than 40 million visitors, a record high for the destination.

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ABOUT THE LVCVA
The Las Vegas Convention and Visitors Authority (LVCVA) is charged with marketing Southern Nevada as a tourism and convention destination worldwide, and also with operating the Las Vegas Convention Center and Cashman Center.  With more than 150,000 hotel rooms in Las Vegas alone and nearly 11 million square feet of meeting and exhibit space citywide, the LVCVA's mission centers on attracting ever-increasing numbers of leisure and business visitors to the area.  For more information, go to www.lvcva.com or www.LasVegas.com.

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