Las Vegas is changing the slogan that has helped define Sin City for years.
The Las Vegas Convention and Visitors Authority announced last week that the city will be tweaking its famous slogan, “What happens here, stays here.”
Steve Hill, the authority’s CEO, said the new slogan would be revealed in a commercial aired during the Grammy Awards on Jan. 26. However, it is expected to drop the last half and be changed to, “What happens here, only happens here,” according to ABC News.
The new slogan was developed by a team of marketers at the advertising agency R&R Partners. The team has worked on it, and the accompanying marketing campaign for several years running up to its release.
“We’re really excited,” an R&R spokeswoman said. “It’s kinda been the baby of the company for a long time.”
R&R made up Las Vegas’s soon-to-be-updated slogan in 2003 in a nod to the city’s nickname, Sin City. Las Vegas put its advertising contract with R&R up for bid, days before the expected rollout of its rebranding campaign. The company said it will compete to hold on to the contract, which it has held since 1980.
