• by Tanya Gazdik , December 9, 2014

Las Vegas is expanding its 10-year-old “What Happens Here, Stays Here” campaign with new TV and digital and social extensions.

The 30-second spot, “Transformation,” illustrates the freedom people experience in the iconic city.

The narrative follows the journey of lead male and female characters as they spend the day crossing paths with their appearances evolving at each location. The lead characters come together at the end of the commercial as Imagine Dragons performs their latest single, “I Bet My Life.”

In the current campaign, Las Vegas celebrates the over-the-top experiences and activities that can be found throughout the city, and make Las Vegas unlike any other destination in the world.

“Transformation” puts a spotlight on the autonomy Las Vegas offers visitors to be who they want to be, says Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority.

To extend the “Transformation” reach, Las Vegas partnered with content creator and digital influencer Meagan Cignoli to produce custom “transformation” videos.

Cignoli also has created content for Coca-Cola, Tiffany & Co., Mercedes Benz and Samsung.  The videos will be shared on Las Vegas’ official Instagram, Vine, Facebook and Twitter accounts.

To further extend this effort, Las Vegas will partner with YouTube influencers to create tutorials for consumers to learn how to create their own “transformation look.”

Pinterest will also be a key platform where Las Vegas will provide female consumers tips and tricks for trendy looks to allow them to experience the destination in style.