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'Keep your mask up, let your hair down': Las Vegas launches pandemic-conscious commercial

Ed Komenda, Reno Gazette Journal
·2 min read

LAS VEGAS – Tourism authorities trying to draw people to The Strip have taken a new approach: Pitching Las Vegas as the place to let loose – in a mask.

That's the sentiment of a new 15-second commercial the Las Vegas Convention and Visitors Authority launched this week with this new tag line:

"Keep your mask up, let your hair down."

The "mask up" ad comes two weeks after The Mirage casino resort reopened for the first time in five months. The famed resort is one of the last of 13 MGM Resorts hotels in Las Vegas to welcome back guests.

Watch the new ad here:

An extension of the "What Happens Here, Only Happens Here" campaign unveiled in January, the new ad follows a string of commercials launched in the wake of a COVID-19 shutdown that shuttered The Strip and left thousands jobless.

Nevada Gov. Steve Sisolak lifted his casino closure order in June, allowing companies to reopen resorts on The Strip.

Tourism authorities trying to draw people to The Strip have taken a new approach to attracting visitors: Pitching Las Vegas as the place to let loose – with a mask.
Tourism authorities trying to draw people to The Strip have taken a new approach to attracting visitors: Pitching Las Vegas as the place to let loose – with a mask.

The LVCVA quickly launched a 30-second commercial called "The Light" to let travelers know the lights of their favorite Las Vegas resorts were about to flip on.

The commercial's title described exactly what it showed: A man in a suit flipping a lever that powers up the Strip in a spectacular and colorful fashion.

Another ad called "Reimagined" offered a toned-down glimpse of Las Vegas tourism, focusing on outdoor recreation and intimate settings. One shot shows a man and woman in a warm bar conversation, a glass of wine separating them.

"Things will be a little different when we open again – at least for a while," the narrator says. "We're working to make it more intimate, with more space and the excitement you've come to expect."

Ed Komenda writes about Las Vegas for the Reno Gazette Journal and USA Today Network. Do you care about democracy? Then support local journalism by subscribing to the Reno Gazette Journal right here.

This article originally appeared on Reno Gazette Journal: 'Keep your mask up, let your hair down': Las Vegas' COVID-conscious ad