Las Vegas Counts on "21" For New Marketing Campaign
Las Vegas Convention & Visitors Authority Announces Major Film Partnership With Columbia Pictures to Support "Your Vegas Is Showing"
The Las Vegas Convention and Visitors Authority (LVCVA) and Columbia Pictures jointly announced today a major new film partnership, supporting the destination's latest multi-tiered marketing initiative, "Your Vegas Is Showing," and lending promotional support to Columbia's high-stakes action adventure "21." In theaters nationwide on March 28, the movie was filmed at multiple locations through Las Vegas, including Planet Hollywood, Red Rock Casino Resort Spa, Hard Rock Hotel and Casino, The Palms, and Riviera.

"Your Vegas is Showing" (YVIS) is a complement to Las Vegas' wildly successful and popular branding campaign, "What Happens Here, Stays Here," which helped to firmly established the city as the ultimate destination for "adult freedom," a place where you can become someone or do something that you cannot become or do at home. YVIS shows how indulging in the destination's myriad of unique, exciting, and often exotic product offerings, including entertainment, nightlife, dining and shopping, becomes part of that transformation. Both campaigns were created by integrated marketing company R&R Partners, the LVCVA's long-time agency of record.

R&R Partners and the LVCVA worked closely with George Leon, executive vice president of consumer marketing for Columbia TriStar Marketing Group, to create the promotion. "21 is the ultimate motion picture involving Las Vegas and 'Your Vegas is Showing' so effectively illustrates the many ways in which a visitor can indulge his or herself while in the city," said Leon. "Like our movie, this campaign is about how Vegas, its energy and excitement, can help transform a person. We couldn't tailor a promotion that is more perfectly in tune with the action and sensibility of 21."

The new partnership is driven by two co-branded TV spots, featuring footage from "21" and tailored "Your Vegas Is Showing" messaging. The spots, which will run in the three weeks leading up to the release of the film, drive viewers to visit www.21-movie.com. The LVCVA and Columbia will also run a national sweepstakes promotion, giving away 21 trips to the destination over 21 days. Hosted exclusively on Orbitz.com, winners will be given the unique opportunity to experience the high-roller lifestyle showcased in the film. The creative media for the sweepstakes, supported both through print and online channels, features stills from "21" and icons from the YVIS campaign.

"Las Vegas is a global icon, a destination that has become synonymous with world-class entertainment, dining, shopping and other only-in-Vegas experiences. It makes the city the perfect stage for movies and TV shows alike," says Terry Jicinsky, senior vice president of marketing for the LVCVA. "We always welcome working with ynergistic brands that help us build excitement for Las Vegas, and look forward to looking for new opportunities with Columbia Pictures in the future." Columbia Pictures will host the world premiere of "21" at the Planet Hollywood Resort & Casino on Wednesday, March 21.

"Your Vegas Is Showing" (www.yourvegasisshowing.com) is a multi-platform campaign that includes television, print, on-line and public relations initiatives, as well as branded entertainment, events and content integrations. The YVIS on-line component will see the launch of a new itinerary planning and sharing initiative that will become a platform for visitors to share experiences, creating word of mouth and ultimately driving new demand as a premiere entertainment destination.

Columbia Pictures' "21" is inspired by the true story of the very brightest young minds in the country - and how they took Vegas for millions. Ben Campbell (Jim Sturgess) is a shy, brilliant M.I.T. student who - needing to pay school tuition - finds the answers in the cards. He is recruited to join a group of the school's most gifted students that heads to Vegas every weekend armed with fake identities and the know-how to turn the odds at blackjack in their favor. With unorthodox math professor and stats genius Micky Rosa (Kevin Spacey) leading the way, they've cracked the code. By counting cards and employing an intricate system of signals, the team can beat the casinos big time. Seduced by the money, the Vegas lifestyle, and by his smart and sexy teammate, Jill Taylor (Kate Bosworth), Ben begins to push the limits. Though counting cards isn't illegal, the stakes are high, and the challenge becomes not only keeping the numbers straight, but staying one step ahead of the casinos' menacing enforcer: Cole Williams (Laurence Fishburne).