For a city that’s known for the fast life, choosing an average Joe to represent it in a new marketing campaign may seem an odd choice.
He’s 45 years old. He sells insurance. And his name is Las. Las Vegasdotcom. Everything was fine, you see, before the explosion of the internet. Now everyone thinks he’s a web site. And now everyone wants Las to hook them up with the very best of Vegas.
The new campaign debuted today.
The ad’s goal, of course, is to tell viewers about all the cool things Vegas has to offer and ultimately drive potential visitors to the LasVegas.com web site and convince them to book.
One video shows Las being accosted on the street by a man who wants to know about the secret pizza place inside the Cosmopolitan hotel. “What’s secret about it?” he asks. “That nobody tells you where it is? Or they don’t even tell you what the toppings are and you just sort of get a grab bag of toppings?”
Another asks, “So the sharks at Mandalay Bay? Like, have you swam with them? Do I need insurance for that?”
“The new website and ad campaign are based on comprehensive research about our visitors and what they want,” said Courtney Fitzgerald, spokesperson for the Las Vegas Convention and Visitors Authority. ”Based on our research, we know we have two audiences: the ‘core’ and the ‘persuade.”’
Each audience represents more than 40 million potential visitors a year.
Fans of Sin City’s famous “What Happens Here Stays Here” campaign need not worry — the famous slogan isn’t going anywhere. The new campaign is designed to “compliment” what’s already in place, Fitzgerald said.
The character Las Vegasdotcom isn’t too far off the typical Sin City visitor. ABC built a profile of the typical Las Vegas visitor based on data from the LVCVA. If you’re a married white male, late 40s, employed making over $100,000 per year and love to gamble, it seems Las Vegas is your vacation spot of choice.