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Vegas Running Spanish Ads On English Channels

  • Brandweek, Wednesday, November 21, 2007 12:15 PM

A&E, Bravo, Fox Sports Net and Logo are now running an ad for Las Vegas that's in Spanish. Sin City's Convention and Visitors Authority bets its "What happens here, stays here" tag can transcend language and culture and lure U.S. Hispanics and travelers from Mexico to come visit. The goal is a 10% boost in annual visitation by the end of the decade, which would put that figure at 43 million.

In Spanish, the slogan reads "Lo que pasa aquí, se queda aquí" and putting it in English-language media is just one part of the city's overall $80 million ad campaign. "The strength of the brand is really so incredible that you don't have to understand what they are saying to get it," says Rob Dondero, executive vice president of R&R Partners, the agency responsible for the creative. Says Joe Zubizarreta, COO of Zubi Advertising, Miami. "You're likely to get a positive response from Hispanics who will be pleased that the city would make the effort to address them specifically."

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