What happens in Vegas, stays there—may have been true in a world before the internet. But today, nothing stays private, and that’s mostly by design.

For my team at R&R Partners, reimagining the iconic “What Happens Here, Stays Here” was about capturing Vegas’s uniqueness in a digital world where everything is shared. We evolved the tagline to “What Happens Here, Only Happens Here”, reflecting the fact that Vegas is a place where unforgettable (even if forgotten) moments happen—ones you just can’t experience anywhere else.

The buzz began when Steven Tyler of Aerosmith leaked the line during a Vegas show. By morning, it was everywhere. We ran with the momentum, using a mix of films, social content, influencer collaborations, and PR stunts to show how Vegas delivers moments no one else can.

To match the new tagline, we also refreshed Vegas’s visual and verbal identity, combining the city’s grit and glamour with a more dynamic, modern voice. The campaign wasn’t just about promoting a new line—it was about reasserting Vegas as the place for one-of-a-kind experiences.