For the First Time in 30 Years, Las Vegas Divides Account

In one of the biggest reviews of the year, the Las Vegas Convention and Visitors Authority (LVCVA) is dividing its business with incumbent R&R Partners retaining its role as advertising and marketing agency of record but Grey is named social brand agency to create all social and digital communications. This is the first time in 30 years the LVCVA has ever split the business. “Our new client said our ideas blew everything else away and we impressed them as a well-oiled machine of experienced leaders,” Michael Houston, worldwide CEO of Grey said in an internal memo that was shared with Adweek. LVCVA spends millions each year to entice travelers to the city. R&R Partners’ four-year advertising and marketing communications agreement with an optional two-year extension is projected not to exceed $500 million, inclusive of service fees, content creation, and media purchases. Grey received a two-year social marketing contract with two optional two-year extensions in an amount not to exceed $160 million, inclusive of service fees, content creation and media purchases for social platforms. Variety of resources and perspectives “The consumer landscape is dynamic and evolving at an unprecedented rate,” Kate Wik, chief marketing officer of LVCVA said in a statement. “Effectively navigating it requires a variety of resources and perspectives. For decades R&R Partners has demonstrated its profound understanding of the Las Vegas market and we look forward to continuing our partnership with them. And we are excited to add Grey to the team with their proven creativity and expertise to navigate the vast social efforts.” R&R has served as the LVCVA’s agency of record for more than 35 years. In partnership with the LVCVA, the agency has created one of the more iconic travel campaigns in advertising history, “What Happens Here, Stays Here.” R&R has also assisted the LVCVA through multiple crises on behalf of the Las Vegas destination, including the September 11, 2001 terrorist attacks, the Great Recession, the 2017 mass shooting in Las Vegas and the Covid-19 health pandemic. Still, it is notable that the travel organization is placing social in the hands of another agency as social media has become an integral part of all campaigns. Grey has recently made a huge investment in bolstering its social and digital talent, landing business for both existing and new clients. The agency, for instance, partnered with P&G to challenge users to develop a TikTok Dance to socially distance during the pandemic, which became one of its most successful campaigns on the platform. In its first week, this #DistanceDance, led by influencer Charli D’Amelio, attracted more than 8 billions views and 1.7 million imitation dances from other participants. All parties donated their time and media to the campaign, which was entirely created over a weekend. Grey has also been the recipient of the Twitter Brand Bowl Interception Award three years in a row for driving the most conversation online without buying a Super Bowl TV spot. This is a significant win for several reasons, Grey’s Houston said in his memo. “All eyes will be on Las Vegas as this destination reopens to the world. It is a huge vote of confidence in our digital ability to deliver ‘Famously Effective’ ideas that resonate in popular culture to renew the brand. Finally, it underscores our new business momentum.” The LVCVA, conducted with external consultant Select Resources International (SRI), kicked off its six-month review with more than 40 agencies before reaching the final stage on May 17 with four finalist agencies presenting to the LVCVA executive team, the LVCVA Board of Director’s Marketing Committee and a variety of resort partner chief marketing officers. Finalists included R&R Partners, Grey, Havas and GSD&M. MGM Resorts Is Not Satisfied with 'normal' travel