Las Vegas, the city that's known for its glitz and glamour is taking a more sentimental approach to its tourist-targeted ads with its 'What happens here' campaign -- a powerful commercial which follows two lesbian lovers.
The sentimental spot deviates from the brand's expected tone to take a political stance, while promoting the possibilities the city offers its guests. The plot-driven commercial follows two lovers visiting Vegas - the city where they first met. In what appears to be an impulsive idea, one woman suggests that the pair get married, while the other protests, stating her parents would never approve. The woman is then led to a surprise candlelit ceremony that's filled with her loved ones, including her parents. The tagline reads "Destiny Happens Here."
The ad aims to bring more emotion to the brand while taking a firm political stance on marital issues. In addition, the sentimental ad spot reminds travelers that Vegas is about more than just partying and gambling.
Sentimental Tourist-Targeted Ads
Las Vegas' 'What Happens Here' Campaign Celebrates Gay Marriage
Trend Themes
1. Emotional Advertising - Opportunity for businesses to deviate from expected brand tone and connect with audiences on a deeper emotional level.
2. Political Branding - Businesses can leverage their advertising to express political stances and connect with socially conscious consumers.
3. Inclusive Marketing - Opportunity for businesses to feature diverse characters and storylines in their advertising to promote inclusivity and connect with a wider audience.
Industry Implications
1. Tourism and Hospitality - Opportunity for hotels, resorts, and travel companies to create emotional and inclusive advertising campaigns that resonate with potential guests.
2. Advertising and Marketing - Opportunity for ad agencies and marketing firms to help businesses deviate from traditional brand messaging and create impactful emotional advertising campaigns.
3. Entertainment and Media - Opportunity for TV networks, film studios, and streaming services to produce content that features diverse characters and storylines, catering to the demand for inclusive entertainment.