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What’s Old Will be New Again

In recent years, the local tourism industry has enjoyed record-setting visitor volume, fueled in part by the popular "What happens here, stays here" advertising campaign.

Those ads helped attract a record 37.4 million visitors last year, but they also epitomized a gradual shift toward experience-themed marketing over past efforts to focus on specific local products or amenities.

But with 30,500 new hotel rooms and condominium units scheduled to open over the next 4 1/2 years, leaders said a return to advertising showing casinos, dining and entertainers also is needed. If Las Vegas is to attract the roughly 1 million additional visitor trips per year it needs to maintain a citywide hotel casino occupancy rate of nearly 90 percent, would-be travelers must also be told of what’s new in the city.

"People need a rational reason to come here," Mary Ann Mele, chief strategic officer for R&R Partners, the convention authority’s contracted advertising and marketing company, told the convention authority board Tuesday at Cashman Center. "And they need rational reasons to come back here again."

To provide just that, the convention authority and R&R spent the past seven months creating a multi-tiered, research-heavy, online marketing effort aimed at past customers and those in new markets.

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