Laughlin Buoys Easygoing Image with ‘Keep It Floaty’ Campaign

Laughlin has set sail on a new marketing campaign that highlights the Colorado River resort town’s relaxed and friendly atmosphere. Titled “Keep It Floaty,” the ads promote the area’s laid-back vibe and easygoing approach with “decidedly unexpected twists on quintessential Laughlin.”

Developed by R&R Partners, the go-to advertising agency of the Las Vegas Convention & Visitors Authority (LVCVA), the “Keep It Floaty” campaign stars a deeply tanned older gentleman with a lean, muscular build wearing a cowboy hat. With long gray hair and a thick, curled handlebar mustache, the character floats through a resort restaurant on a lounge chair in one spot and across a casino lobby on a jet ski in another.

While the LVCVA’s primary focus is promoting Las Vegas for leisure and business travel, the agency is also tasked with marketing Southern Nevada’s regional gaming hubs, including Laughlin, Mesquite, and Boulder City.

Laughlin Casino Revenue

Laughlin is home to eight main casino resorts and several smaller gaming taverns.

Gross gaming revenue (GGR) in the town totaled $493.5 million in 2025. While that marked a 2.4% gain over 2024, the tally remained 3.4% below 2023, when Laughlin GGR reached $511.1 million.

Before the COVID-19 pandemic, Laughlin casinos posted six consecutive years of GGR gains from 2014 through 2019. Post-pandemic performance has fluctuated—rising year-over-year in 2021, 2022, and 2023, dipping in 2024, and rebounding in 2025. Through August 2026, Laughlin GGR is up 0.6% to $337.1 million.

Laughlin’s Unique Appeal

Located 90 miles south of Las Vegas, Laughlin attracts approximately 1.5 million visitors annually. The resort town is named after gaming pioneer Don Laughlin, who saw tourism potential in the area and spent $250,000 in the early 1960s to acquire a small eight-room riverfront motel.

Laughlin’s Riverside Resort opened in 1966, putting the town on the map with its famous 98-cent all-you-can-eat chicken dinners. As local legend tells it, a U.S. Postal Service inspector insisted Don Laughlin designate an official mailing address for the growing riverfront development.

Today, along with Don Laughlin’s Riverside Resort, the town’s casino resort lineup includes Aquarius Casino Resort, Avi Resort & Casino, Edgewater Casino Resort, Golden Nugget, Harrah’s, The New Pioneer, and Tropicana.

Beyond gaming, the Colorado River oasis offers water sports, boating experiences, and scenic desert hiking trails.