Since that time, Las Vegas grew tired of being known for only having casinos and began to expand their entertainment industry by bringing in such large acts as the rat pack and Wayne Newton. Soon Las Vegas became known as a place for entertainment as well as casino gambling.
After many years of marketing the casino aspect of Las Vegas, advertisers began to seek out new ways to reach the public that didn’t include gambling. Brochures were stuffed with beautiful pictures of pools and city views as well as showgirls and food. All of these things captured light outside of the casino showing that Las Vegas had much more to offer. As Atlantic City and Biloxi Mississippi grew to be known as gambling towns, the lure of Las Vegas was dependent on other methods of attracting tourists.
R&R Partners advertising agency has been representing Las Vegas since 1979. In that time they seen many changes in the Las Vegas skyline as well as the tourists to come to gamble and is the casinos. In 1998 they knew they needed another change R&R Partners the city that a lot. After 18 months of surveys and focus groups determined to find out what tourists and the locals wanted to advertise in order to draw people to Las Vegas, the company decided that they wanted something that was the equivalent of Disneyland for adults.
In 2001, Las Vegas and advertising agency acquired the help of documentary filmmaker Errol Morris in hopes of getting a new take on how to pitch the city. The focus this time left the casinos and made use of the warm climate as a backdrop to draw in tourists from colder areas. 2001 became a difficult year with the disastrous 9/11 episode that caused a furor in tourists to travel. In an effort to be sensitive to the situation, they decided to run more serious ads focusing on the live entertainment that Vegas had offer.
