Las Vegas.

Do something real.

Learn something new.

The Objective

Get Gen Z travelers who dismiss Vegas as a bastion of “what happens here stays here” hedonism to change their minds and consider the city the next time they’re planning a long weekend with friends.

The Problem

In a city still associated primarily with the hedonistic pursuit of pleasure, Vegas’ lesser-known qualities are easy to overlook.

The Insight

Because online connections feel fake and filtered, Gen Z craves real life connections through real life experiences.

The Solution

Position Las Vegas as the place for Gen Z to create authentic connections, with Las Vegas’ various experiences acting as the perfect launching point to learn new things about one’s friends.

OOH placements show Gen-Zers that what they know about their friends is taken further at Las Vegas.

Ads on social media show platforms’ limitations and how Las Vegas pushes past them.

A friendship test shows Gen-Z that they still have a lot to learn about their friends in Las Vegas.

Emma Chamberlin shows that Las Vegas is the place to go offline; the chance to get on #GenZ acts as incentive to do so.