Last Updated Mar 14, 2008 11:57 AM EDT
By 2007, the advertisement had become iconic, and widely credited with record visitor numbers. It led to four consecutive years of growth in Vegas visitation. Though the ads came at a cost -- the tourism authority paid R&R Partners nearly $325 million linking the city with the slogan -- the investment ultimately paid off. With success of the phrase came copycats, and the phrase was swiped by everything from cafepress start-ups to manufacturers of racy underwear, and the Las Vegas tourism authority recently battled in federal court to uphold their claim to the slogan. It turns out the slogan is now theirs to claim, and it joins Nike's "Just Do It," and EA Sports "It's in the Game," as some of the more recognizable quips in advertising history.
Las Vegas slogan image by http2007 [cc, 2.0]