# Sentimental Tourist-Targeted Ads Las Vegas' 'What Happens Here' Campaign Celebrates Gay Marriage By Ell Smith | Published 2018-06-05 | World Source: Trend Hunter, https://www.trendhunter.com/trends/what-happens-here References: [creativity-online](http://creativity-online.com/work/las-vegas-convention-and-visitors-authority-now-and-then/54619) & [visitlasvegas](https://www.visitlasvegas.com/) 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](https://www.trendhunter.com/trends/vegasthemed-wedding-package), while the other protests, stating her parents would never approve. The woman is then led to a surprise [candlelit ceremony](https://www.trendhunter.com/trends/chapel-of-the-flowers) 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](https://www.trendhunter.com/trends/mgm-emotional-loyalty). ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 29% | Activity: 81% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel) ## Key Themes ### Key Themes Behind This Trend - **Emotional Advertising:** Opportunity for businesses to deviate from expected brand tone and connect with audiences on a deeper emotional level. - **Political Branding:** Businesses can leverage their advertising to express political stances and connect with socially conscious consumers. - **Inclusive Marketing:** Opportunity for businesses to feature diverse characters and storylines in their advertising to promote inclusivity and connect with a wider audience. ### Where This Applies - **Tourism and Hospitality:** Opportunity for hotels, resorts, and travel companies to create emotional and inclusive advertising campaigns that resonate with potential guests. - **Advertising and Marketing:** Opportunity for ad agencies and marketing firms to help businesses deviate from traditional brand messaging and create impactful emotional advertising campaigns. - **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. ## Related on Trend Hunter - [Meaningful Travel Reunion Ads](https://www.trendhunter.com/trends/must-be-love.md) - [Iconically Located Wedding Pop-Ups](https://www.trendhunter.com/trends/times-square-this-valentines.md) - [Spontaneity-Inspired Travel Campaigns](https://www.trendhunter.com/trends/where-theres-a-wyndham.md) - [Cinematic Travel Campaigns](https://www.trendhunter.com/trends/cinematic-travel-campaign.md) - [Cinematic Canadian Hotel Campaigns](https://www.trendhunter.com/trends/make-special-happen.md) - [Travel Lifestyle Brand Ads](https://www.trendhunter.com/trends/travel-changed-me.md) - [Love-Centric Public Service Announcements](https://www.trendhunter.com/trends/love-has-no-labels1.md) - [Reimagined Story-Driven Campaigns](https://www.trendhunter.com/trends/typewriter-campaign.md) - [Vacation Rental Campaigns](https://www.trendhunter.com/trends/airbnb-1.md)