Long known for its “What Happen Here, Stays Here” marketing campaign, the Las Vegas Convention and Visitors Authority (LVCVA) recently debuted another ad that is making headlines.
On April 7, the LVCVA launched its first television commercial specifically targeting the LGBT community as part of the city’s promotional efforts.
The LVCVA has targeted this demographic since 2008, but this is the first television commercial in the campaign. It launched on a variety of national television networks including Bravo TV, E! Entertainment and Logo TV.
The commercial features a man and woman checking into a hotel. When the woman walks away from the counter, another man approaches the counter. A receptionist assumes the two are together and asks, “You gentlemen ready to check in?”
It’s a subtle commercial, but one that the LVCVA hopes will help promote Las Vegas as a premier LGBT destination.
“As a member of the community, I think it’s a funny clip that I could see bringing back travelers’ memories of previous visits to Vegas, which in turn can result in a visit back,” said Andrew Villagomez, a writer who has contributed to numerous LGBT-related publications including Passport, Out and Queerty. “And it could make viewers curious to what Vegas has to offer them so they might start to Google ‘Las Vegas gay’ and see all that pops up.”
Las Vegas is already a popular LGBT destination. According to the Community Marketing & Insights annual LGBT travel survey, Las Vegas is tied with San Francisco and Chicago as the second most popular U.S. destination among gay men, behind New York City. It’s the third most popular destination among lesbians trailing New York City and San Francisco.
Additionally, MGM Resorts International, Caesars Entertainment, Wynn Resorts and The Cosmopolitan have all received perfect scores on the 2014 Human Rights Campaign Corporate Equality Index and were voted best places to work in 2014 for LGBT equality.
“The city is clearly very welcoming of LGBT visitors and wants the community there,” Villagomez said. “You hear about anti-gay troubles in other major cities, but not so much in Vegas, at least not on the national level.”
The new ad solidifies the fact that anyone is welcome to play in the adult playground that Las Vegas is.
“Vegas seems to have had good history in attracting LGBT travelers and continues to keep offering more and more things the community can enjoy—from new gay pool parties to Britney Spears’ residency and new luxury hotels to foodie experiences,” Villagomez said. “This is a great start on the commercial front at the national level, and I’m looking forward to the next one.”