Las Vegas tourism officials aren’t ready to scrap their catchy—albeit played out—slogan of “What Happens Here, Stays Here,” but at least American audiences will get something of a break soon.

The Las Vegas Convention and Visitors Authority is gearing up to launch the newest slogan, “Your Vegas is Showing,” later this year. The new slogan will showcase the shows, shopping and dining that Las Vegas has to offer.

“It’s designed to talk about the product—dining and shopping and entertainment—in a fun way,” said Rossi Ralenkotter, LVCVA president and CEO. “It’s still an extension of the essence of that brand, the ‘What Happens Here’ campaign.”

The new slogan will be introduced with a series of television spots showing people having trouble explaining their Las Vegas vacation upon their return to the normalcy of daily life.

Eventually, the new slogan will be translated into other languages, something the LVCVA has just finished with its older slogan. A new series of ads started in running May on Spanish-language television both in the U.S. and Mexico. The new ads end with the slogan, “Lo Que Pasa Aqui, Se Queda Aqui.”

The LVCVA is also working on new spots tailoring the slogan to match the more sophisticated, drier and wittier so-called “British humor.”

The international push makes sense, according to Chuck Bowling, who works for the MGM-Mirage and sits on the LVCVA board. Seventy percent of international visitors to Las Vegas come from Mexico, Canada and England.

“We want to go fish where the fish are,” he said. “We make sure we own as much of that market share as we can.”

By Casino Connection Staff

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