R&R Lets Freedom Ring in Vegas

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In its latest bid to reinvent itself as something more than a gamblers’ paradise, Las Vegas is embracing the notion of adult freedom in a new marketing campaign by R&R Partners.

The new tagline is, “Freedom to start your own party.” The typical Sin City images are notably absent.

The revamped brand position is intended to help the Las Vegas Convention & Visitors Authority cope with the growth of competing gambling venues in the U.S.



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