Opportunity

Sometimes you spend months briefing, budgeting, producing, measuring, and focus grouping. Sometimes a playboy prince gets naked in your pool. That’s when experience and intuition take over.
Pundits around the globe clutched their pearls and cried, "Shame on him." Twenty-four hours later, we rebutted this take.
After all, What Happens Here Should Stay Here.

WORK

We came out swinging. “What Happens in Vegas…,” our iconic brand tagline, was threatened. In some ways we’d been waiting for this moment. 24 hours later, we had launched a full page ad in USA Today, digital OOH, and a PR blitz. We came out strong against the photographer. It was the over-sharer who should be shamed. And we fast followed with an anti-sharer campaign.

RESULTS

Millions of Vegas vacation veterans around the globe agreed. A line had been crossed, and not by the Prince. They shared the campaign on social media to the tune of 154 million impressions.

Global media picked up the ads, earning the LVCVA more than $23 million in earned coverage.

International tourism was credited for boosting hotel occupancy rates back above 80%.

Virgin Airlines’ recently-launched direct flights from London to Vegas hit 90+% occupancy for the first time.

Brits and Americans alike wanted a piece of the Prince Harry party.