Best Travel Social Media Campaign

Everyone knows What Happens Here, Stays Here (WHHSH) is synonymous with Las Vegas, but we needed a set of rules to ensure their “moments” Stay Here. R&R Partners and the Las Vegas Convention and Visitors Authority (LVCVA) had just finished a social engagement campaign cleverly called “Know the Code,” which educated visitors on how to share their Las Vegas memories responsibly while keeping WHHSH. The ultimate goal: uses of the campaign hashtag, signed oaths and referrals to VisitLasVegas.com. The opportunity to “enforce” the code came one fateful night when guests of Prince Harry sold photos of him celebrating in his Las Vegas hotel room.

A scandal in any other city is just a scandal; in Vegas, he was a victim of shameful profiteers. With quick reactions, a clever Facebook post launched our campaign, coinciding with a full page ad in USA Today. Our plan – insert Las Vegas into the conversation and let our million plus social media fans and advocates tell the WHHSH story.

Within 24 hours, we delivered 2.2 million Facebook post impressions and 2.9 million Twitter impressions. A global PR blitz ensued with TV, print and online news outlets worldwide picking up the story. From celebrity gossip coverage on Access Hollywood to Squawk Box on CNBC, the accompanying video shows the conversation that surrounded Prince Harry and the Vegas Code. From there, our fans and the international media joined the cause and took the campaign to places that can’t be promised – viral – generating over $23 million in earned media value.

Contributors:

Vice President, Media and Digital Activation:	Fletcher Whitwell
Media Supervisor:	Lindsey Patterson
Media Supervisor:	Brandi Skrtich
Digital Media Supervisor:	Brad Chamberlin
Corporate Director, Media and Digital Activation:	Jeremy Thompson
Social Media Community Manager:	Daniel Williams
Social Media Strategist:	Cameron Partridge
Executive Creative Director:	Arnie DiGeorge
Group Account Director:	Joe Martin
Vice President, Digital Strategy & Development:	Matt Mason

R&R PARTNERS

Location: United States