Commercial Gaming

Laughlin Buoys Easygoing Image with ‘Keep It Floaty’ Campaign

Posted on: October 21, 2026, 12:29h.

Last updated on: October 21, 2026, 12:29h.

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Devin O'Connor Devin O'Connor is a senior reporter for Casino.org, covering politics, casino business, and gaming news. Devin came on board with Casino.org in 2014...
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Key Points

Laughlin has launched its “Keep It Floaty” marketing campaign, using humorous ads to promote the Colorado River destination
The town’s eight casinos generated $493.5 million in 2025 gaming revenue, up 2.4% year over year but below 2023 levels
Located 90 miles south of Las Vegas, Laughlin attracts about 1.5 million annual visitors with casinos, boating, water sports, golf, and hiking

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.”

Laughlin Keep It Floaty LVCVA — “Keep It Floaty” is the new marketing campaign for Laughlin. The riverside tourism town is catering to travelers seeking a more laid-back vibe than Las Vegas. (Image: LVCVA)

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.

The destination behind the playful creative offers plenty of possibilities: boat trips on the Colorado River, stone labyrinths tucked into the scenic Mojave Desert, golf across six area courses, and an upcoming entertainment calendar that ranges from Nelly and Lil Jon to holiday performances,” the LVCVA said in a release.

The LVCVA’s main focus is promoting Las Vegas for leisure and business travel, but the government agency is also tasked with marketing Laughlin, Mesquite, and Boulder City.

Laughlin Casino Revenue

Laughlin is home to eight casinos and several gaming taverns.

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

Before the COVID-19 pandemic, Laughlin casinos posted six consecutive years of GGR gains, from 2014 through 2019. Since the pandemic, the town’s gaming industry has fluctuated, up year-over-year in 2021, 2022, and 2023, then down in 2024 and up in 2025. Through August 2026, Laughlin GGR is 0.6% higher at $337.1 million.

Laughlin 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 98-cent all-you-can-eat chicken dinners. Legend has it a US Postal Service inspector insisted Laughlin give the riverfront development a mailing address.

I followed his advice. He suggested ‘Laughlin,'” a famous Laughlin quote reads.

Along with Don Laughlin’s Riverside Resort, Laughlin’s casinos include Aquarius Casino Resort, Avi Resort & Casino, Edgewater Casino Resort, Golden Nugget, Harrah’s, The New Pioneer, and Tropicana.

Along with its casino resorts, the oasis on the Colorado River offers various water sports, boating experiences, and hiking trails.