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 in transit stations catch Gen Zers before they get on their phones to wait for transportation.

Social media is the source of loneliness that the campaign combats.

QR codes on OOH and social media ads redirect Gen Zers to the test.

Las Vegas partners with Dr. Meghan M. Grace on an episode of her podcast, #GenZ, and with Emma Chamberlin.