The phrase "what happens in Vegas stays in Vegas" is a slogan and advertising campaign for the city of Las Vegas, Nevada. It was created in 2003 by the Las Vegas Convention and Visitors Authority and advertising agency R&R Partners as a way to diversify Las Vegas’ image and brand beyond the Wild West, gambling, and family-friendly activities. The campaign took off, spawning years of television and print ads, including some unforgettable commercials involving buttoned-up businessmen and a prosthetic stiff upper lip. The slogan has turned out to be one of the most successful marketing campaigns in the tourism industry. The phrase deliberately communicates freedom and the idea that when you come to Las Vegas, you can do anything and be anything you want to be. It means that people who travel to Las Vegas as a group shouldnt blab about whatever drunken debauchery they got up to once they get back home. The phrase has become so popular that it has been referenced in popular culture, such as the 2008 American comedy "What Happens in Vegas" and a song of the same name by Usher.