New Ve­gas ad pitches tourism

City will reach out to vis­i­tors with new ad cam­paign in the wake of the mass shoot­ing.

Los Angeles Times - - BUSINESS - By Hugo Martin hugo.martin@la­times.com

A new ad fea­tures fans ex­press­ing sup­port and vow­ing to re­turn af­ter the mass shoot­ing.

Ten days af­ter a mass shoot­ing killed dozens and in­jured hun­dreds in Las Ve­gas, the city that thrives on tourists, gam­bling and good times launched an ad to en­cour­age vis­i­tors to re­turn.

The new ad, re­leased Wed­nes­day by the Las Ve­gas Con­ven­tion & Vis­i­tors Author­ity, fea­tures pho­tos and Twit­ter posts from Ve­gas fans ex­press­ing sup­port and vow­ing to come back.

“No one and noth­ing will stop me from go­ing to Ve­gas,” said one Twit­ter post shown in the ad.

“We love Ve­gas. Al­ways have. Al­ways will,” read an­other post in the ad, which did not ex­plic­itly men­tion the Oct. 1 shoot­ing.

Rossi Ralenkot­ter, chief ex­ec­u­tive of the Las Ve­gas Con­ven­tion & Vis­i­tors Author­ity, said the ad, which will launch this week on na­tional tele­vi­sion and so­cial me­dia sites, is in­tended to re­flect the mood of long­time vis­i­tors to the gam­bling mecca in Ne­vada.

He said fo­cus groups and sur­veys showed strong sup­port for the town in the wake of the mas­sacre.

“Peo­ple were say­ing how much they love Las Ve­gas and they sup­port us and the vic­tims and the first re­spon­ders,” he said. “We re­ally did see this pour­ing out of love and com­pas­sion from our cus­tomers and friends.”

The Oct. 1 shoot­ing killed 58 peo­ple and in­jured nearly 500 oth­ers who were at­tend­ing an out­door coun­try mu­sic con­cert.

Tourism is the city’s big­gest in­dus­try, with Las Ve­gas break­ing vis­i­ta­tion records for the last three years in a row. Las Ve­gas wel­comed al­most 43 mil­lion vis­i­tors last year, with ho­tel oc­cu­pancy rates at about 90%, ac­cord­ing to the author­ity. The tourist in­dus­try in Las Ve­gas em­ploys about 400,000 peo­ple.

For years, the Las Ve­gas Con­ven­tion & Vis­i­tors Author­ity re­lied on a tourism cam­paign with the motto “What hap­pens in Ve­gas, stays in Ve­gas.” The motto has been in­cor­po­rated into tele­vi­sion ads that de­picted Las Ve­gas as an adult play­ground where any­thing goes.

Ralenkot­ter said the author­ity will re­turn to such ads “at some point in time.”

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