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NARRATOR: Can a city ever be branded? Well, let's find out. At one time, Las Vegas was a place for outcasts and outlaws. Later, the city became the place to go for live entertainment. Then it became the place for families to come during summer vacations. Since 2003, Las Vegas has branded itself as an adult paradise, with its nightclubs and pool parties.

In 2003, Las Vegas Convention and Visitors Authority wanted to rebrand Las Vegas to attract tourists. Idea was to brand Las Vegas as more than a gambling destination, promoting freedom and empowerment.

This was made possible with the world-famous tagline, "What Happens in Vegas, Stays in Vegas." It's one of the most famous, quoted, talked about, and recognized taglines in modern tourism marketing. The phrase has not only been a spark that has helped drive millions of visitors to Sin City, but it's also inspired an Usher song and a trilogy of Hangover movies. It has been quoted by Laura Bush, closed an Oscar ceremony, and been banned from Super Bowl time slots.

The slogan deliberately communicates freedom. When you come to Las Vegas, you can do anything and be anything you want to be. You can spend the money on things you have always wanted to try out. Since the economy of Las Vegas is dependent on tourism, Las Vegas strives to stay fresh in the minds of its guests.

"What Happens in Vegas, Stays in Vegas" lets everyone know who comes to visit that no matter what happens, your secrets will be safe. For more such content, stay tuned to "The Marketing Layman."