Las Vegas Launches ‘Vegas Smart’ Marketing Campaign, Welcomes Back Visitors

Posted on: June 5, 2020, 11:15h. 

Last updated on: June 5, 2020, 03:13h.

The Las Vegas Convention and Visitors Authority (LVCVA) has launched a new marketing campaign that advertises a safe Sin City experience to potential visitors.

Las Vegas casinos LVCVA
Las Vegas is back open for business, and a new television commercial from the city’s marketing agency is encouraging visitors to be smart with their health and safety. (Image: LVCVA)

Titled “Vegas Smart,” a twist on the “Vegas Strong” motto that was used following the October 1, 2017, mass shooting, as well as the recent COVID-19 outbreak, “Vegas Smart” advertises the reopening of the US gambling capital. “Las Vegas is open and we can’t wait to see you. We want you to have the best possible experience, so please be #VegasSmart,” the Visit Las Vegas YouTube channel explains.

The 30-second spot, airing across the nation in select markets, begins, “We’re happy to see you again. We’re doing what we can to ensure you can do everything without worrying about anything.”

Now, let’s get back to the Vegas we know and love. Welcome back. Have fun. Be smart,” the commercial ends, accompanied by the #OnlyVegas hashtag.

Las Vegas casinos reopened June 4 following more than two and a half months being closed because of Nevada Gov. Steve Sisolak’s (D) orders.

Demand Up

Las Vegas casino resorts have been offering reduced room rates to entice visitors back to Southern Nevada. Derek Stevens, owner of The D downtown, is even paying for visitors’ airfare.

MGM Resorts reopened Bellagio, New York-New York, and MGM Grand. Caesars Entertainment reopened Caesars Palace, Flamingo, and Harrah’s. Las Vegas Sands welcomed back guests at The Venetian and Palazzo, and Wynn and Encore also opened too. Other Strip properties back up and running include The Cosmopolitan, Treasure Island, and Sahara.

Despite limited visitor volume, casinos are reporting better than expected bookings.

“Initial customer demand to visit the Las Vegas Strip has been much stronger than anticipated, triggering our decision to reopen Harrah’s Las Vegas, in addition to Caesars Palace, Flamingo, and LINQ Promenade,” said Caesars Entertainment CEO Tony Rodio.

Social Unrest

Las Vegas was one of numerous major US cities to see protesters take to the streets to voice their anger over the death of George Floyd. While most of the protests in Southern Nevada were peaceful, one turned violent Monday night when Shay Mikalonis, a 29-year-old white male police officer, was shot outside the Circus Circus on the Strip.

Mikalonis remains in critical condition after doctors removed a bullet from his neck. 20-year-old Edgar Samaniego remains at Clark County Detention Center (CCDC) — charged with one felony count of attempted murder and two misdemeanor counts of firing a weapon where persons might be endangered — after bail was set at $1 million at a Friday morning hearing in Las Vegas.

The LVCVA told CNBC that it had temporarily suspended its television marketing during the protests.

As a destination, we are always monitoring current events, locally, nationally and abroad, and thus, will pivot our plans when necessary,” according to H. Fletch Brunelle, vice president of marketing at the LVCVA.

But as the violent protests are seeming to ease across the country, the LVCVA is ready to again market Las Vegas as an escape from the difficult times recently levied by the coronavirus.

“Las Vegas is a city built on hospitality, and we are thrilled to open our doors and welcome visitors from around the country,” said LVCVA CEO Steve Hill. “While our restaurants, pools and resorts will once again welcome guests, the health and wellbeing of those guests continues to be our top priority. So, while things might look a bit different for a while, your ‘Only Vegas’ experience is waiting.”