Las Vegas Goes All Out for Every Type of Fandom

Vegas contains multitudes. It’s known as a destination for adventure. A sports capital of the world. A place to embrace your inner weirdo. A hub for business and fan conventions. One of the best places on the planet for food and live music …and lots more.

The dynamic mix of experiences that the destination offers sits at the heart of a new campaign from R&R Partners (the shop that created 'What Happens in Vegas Stays in Vegas') and The Las Vegas Convention and Visitors Authority (LVCVA), which rolls out across domestic television this week - starting with a prime slot during the Vegas Classic Kickoff between LSU and USC at Allegiant Stadium on 9/1. 

Titled 'Whatever You Go For, Go All Out,' the new :60 spot, directed by Love Song's Jess Kohl features western sports fans, football fans, ravers, mascots and others as they each prepare for a different 'only-in-Vegas' experience. 

The work marks the first major creative effort from R&R Partners since announcing the appointment of new chief creative officer, Chuck Monn, who joined the company from Media Arts Lab earlier this year. 

“Las Vegas means different things to different people, but what’s great is that every one of those things is magical,” said Chuck Monn, chief creative officer of R&R Partners. “Our goal was to celebrate the diversity of experiences the destination has to offer, amplifying the thrill of fandom in all of its forms. Whether you’re coming to Vegas for music, food, entertainment or sports, the event is just the pregame, so the important thing is to go all out … and to have fun.” 

“Las Vegas has always been the premier destination for every type of enthusiast,” said Kate Wik, chief marketing officer, Visit Las Vegas. “This campaign celebrates the diversity of ‘only in Vegas’ experiences and invites everyone to explore the limitless possibilities that can be found here. We’re excited to lean into the enthusiasm of the start of the college football season with the Vegas Classic Kickoff to get that invitation in front of as many people as possible.” 

Jess Kohl, Love Song director, says of the film, "Las Vegas is an almost mythical place where anything and everything happens. It's a playground where people can be their true selves, making it the perfect place for fans. We wanted to create a film that captured Vegas fandom in all its diversity. This campaign highlights the city's raw energy, showing that all kinds of fans have a home in Vegas to come and be their most authentic selves."