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In 2003, R&R Partners (R&R for the sake of simplicity) created the most successful slogan ever created in modern history: "What happens in Vegas stays in Vegas."

The slogan has been quoted more than any other slogan, and has been used in several feature films including being used as a film title.

According to R&R, the process for developing the slogan:

  • Study the market (adults) and identify branding opportunities (ways to differentiate Vegas from other tourist locations, while making a trip to Vegas more valuable)
  • Analyze the data, and craft a winning message
  • Test the message with the market, and analyze the results

When R&R studied potential Vegas tourists, they found that they preferred freedom on 2 levels:

  1. Freedom to do things (eat, sleep, wear whatever they pleased, etc.)
  2. Freedom to leave things behind them (job, stress, spouse, etc.)

With this in mind, R&R developed a campaign around a slogan that would convey total and utter freedom from their life, and total freedom to do as they please.


This slogan was, and still is, a total literary masterpiece.

But don't take my word for it, let's take a look at the numbers:

The most important aspect of a slogan is conveying a brand's unique sales proposition, all while being as memorable as possible.

However, this slogan was a huge risk. After all, Vegas was single-handedly driving away families which is a hugely profitable vacation niche. Nevertheless, the slogan was a total success, and mainly because it took a populist stance no other tourist destination was taking, and owned it.

To this day, one cannot refer to some form of bad behavior while on vacation, and not think of (or mention) this slogan.

This means for the first time since the ancient Rome, a slogan has surpassed the popularity of "When in Rome (do as the Romans do)" which was created by Januarius in 390 AD. That's a long time to be on top!

Don't compete — DOMINATE.


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Matt Steffen was listed by Forbes as the #1 Consultant Who Avoids the B.S."