The Slogan

Jeff and Jason did.

Jeff and Jason were advertising copy writers with a major challenge .. their agency’s client was a town in trouble … the town relied heavily on tourism … but the events of 9/11 had discouraged people from coming and the numbers were way down … Jeff and Jason’s job was to come up with with something new to bring people back.

Now most tourism advertising usually involves showcasing lush surroundings and amenities or beautiful people enjoying themselves … if they went that route the town would just end up looking like every other place … Jeff and Jason needed inspiration … and looking over some consumer research they found it … it wasn’t the weather or the golf or the entertainment that stood out … it was a feeling … a feeling of freedom .. so Jeff and Jason took a gamble and came up with some stories and a 5 word tagline …

When the campaign finally launched it took off like a rocket … pretty soon everyone everywhere was using the slogan from the host at the Oscars to Bart Simpson to First Lady Laura Bush.

And more importantly people started flocking back to the town … within 5 years, 5 million more people per visiting every year and hotel occupancy was almost full.

And the slogan Jeff and Jason created doesn’t even mention the town … you just knew the place they are talking about … Las Vegas … the slogan “What Happens Here, Stays Here”

“What Happen Here, Stays Here” is a great idea because leveraging your research is usually a very good bet!