R&R Names Names for Vegas

LOS ANGELES Two 30-second spots from R&R Partners for the Las Vegas Convention and Visitors Authority that broke last week complement the “What happens here, stays here” campaign with the agency’s newer “Alibi” theme, according to the group account director.

“Our ‘Alibi’ work is in its second year,” said Rob O’Keefe. “We’ve used shopping, dining and entertainment as alibis. We continue to talk about the fine dining, which is getting more phenomenal every year, with more extraordinary chefs. Now, more Broadway shows are coming to Vegas, too.”

In one spot, two men are working out side by side and recapping their weekends. One has returned from Vegas. When he’s asked by his friend what he did, he hesitates, then says, “Saw some shows.” When pressed, he claims to have seen The Producers. The tagline: “Our fabulous Broadway shows . . . can be your alibi.”

In a second spot, a man is spotted by a woman in a grocery store aisle. When asked what he did in Vegas, he mentions top restaurants (such as Delmonico’s) at which he supposedly ate because he’s “kind of a food-y.” She glances at his grocery cart and sees nothing but junk food. He claims to be off on a “caviar hunt.” The tag: “Our world-class dining . . .can be your alibi.”

“Our research has shown that the key is naming names,” said O’Keefe. “It’s not enough to just say ‘Enjoy our fine dining or see great plays.’ The advertising has to hit the level of sophistication associated with The Producers or an Emeril [Lagasse] restaurant, but you don’t have to hit them over their head with it.”

In Los Angeles on a building near the Pantages Theater in Hollywood, the agency extended the “Alibi” campaign with a continually changing outdoor story that went up this week. As days passed, the agency posted text telling of a good time in Vegas, then the words were progressively blacked out, as if censoring the controversial content.

“The outdoor execution had to be better, more creative, and create some buzz.” Said O’Keefe. “It gets more provocative the more we cover it up.”

Randy Snow and Arnie DiGeorge were the executive creative director and creative director, respectively.

LVCVA spent $50 million advertising in 2005, according to Nielsen Monitor-Plus.