• by Fern Siegel , October 20, 2022

The Las Vegas Convention and Visitors Authority has launched its latest creative work, "It's Your Time," from its agency of record, R&R Partners.

The premise: It's more fun for adults to visit Sin City. Parents just need to discourage the kids from coming, via a series of flimsy ploys.

In one spot, parents ground a teen on a silly pretext, allowing them to take off on their own. The ad ends with: "You can bring your family to Las Vegas. But why would you?"

In a second ad, which kicks off before year's end, a father makes up a scary bedtime story that keeps the kids home.

The campaign's focus is to position Las Vegas as an adult destination, not a family affair. The creative is by Guto Araki, R&R's new Chief Creative Officer, who has done work for Hulu, Taco Bell and Apple.

“It’s Your Time” will run in key markets: Los Angeles, Phoenix, San Diego, Denver, Dallas, Chicago, San Francisco and New York. Connected and addressable TV, Hulu, YouTube, online video, out-of-home in LA, spot radio (LA, Phoenix and San Diego) and streaming audio are part of the cross-platform push. 

"The new campaign is a lighthearted and playful nod to Vegas as the place adults need right now, to take the time for themselves that they’ve put on hold for so long," says Kate Wik, Chief Marketing Officer for the Las Vegas Convention and Visitors Authority.

In 2021, R&R created The "Greatest Arena on Earth" campaign for the client. Grey handles its social and digital business.

There were more than 32 million visitors to Las Vegas last year, despite travel restrictions for overseas visitors still in place for much of the year. The The Las Vegas Convention and Visitors Authority credits the boost to the resumption of large-scale conventions.