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.
For example, the Twitch ad shows an alternative to online gaming: in-person gaming with friends!
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.
Dr. Grace interviews members of Gen Z in Las Vegas with their friends and asks them how doing something together in person has compared to connecting online.