"What happens in Vegas stays in Vegas" is a slogan and advertising campaign for the city of Las Vegas, Nevada. The original slogan was created in 2003 by the Las Vegas Convention and Visitors Authority and advertising agency R&R Partners. The idea was to brand Las Vegas as more than a gambling destination, promoting adult freedom and empowerment. The campaign was updated and launched as "What Happens Here, Only Happens Here" in 2020. The slogan has turned out to be one of the most successful marketing campaigns in the tourism industry. Despite initial pushback from those who thought the idea might be too exploitative, the slogan remains popular because of the message it sends to potential visitors. The slogan deliberately communicates freedom. When you come to Las Vegas, you can do anything and be anything you want to be. The phrase poses the opportunity to remove oneself from home and the familiar, and escape to the unknown and the exciting.