Las Vegas
The Ask: Create a campaign for the Las Vegas Visitors and Convention Authority (LVCVA) to reposition the city as an appealing place to Gen Z and attract that audience for what Vegas has to offer beyond the Strip.
THIS IS WHAT HAPPENS IN VEGAS.
THIS IS WHAT HAPPENS IN VEGAS.
There is a certain perception about Vegas.
But, first appearances can be highly deceptive.
That it’s fake, flashy, and not authentic. People think it’s all Elvis, casinos, gambling, partying, hedonistic values.
Our campaign begs to answer the question, “What does happen in Vegas?”
Gen Z loves social media, and they love a good interactive Buzzfeed quiz. So why not elicit some surprise, showing them what does happen in Vegas through a partnership between Buzzfeed X Las Vegas!
Research further supports that more than half of Gen Zers (52%) say they'll engage with creative and entertaining ads. So we are extending these buzzfeed quizzes into even more interactive, eye-catching billboards placed in the middle of populated cities. After entering their name and age, and taking the quiz, anybody gets to discover their Vegas Knowledge Score. Better yet, a few lucky Gen Z winners will earn the chance to enter in our All-Inclusive This is What Happens in Vegas Trip Giveaway upon scanning the QR code at the end.
If our social media posts or the big electronic billboards didn’t catch your attention enough, even bigger billboards will pull Gen Z’s real comments onto even more eye-catching billboards over the highway.
Is our tone a bit sassy here? Yes. But sass is the language of Gen Z.
And in this case, it’s exactly what Vegas needs as we show the world Vegas is more than just some lights and noise!
