Which slogan did Las Vegas adopt in 2003 to rebrand the city as a place for personal escape?

Las Vegas adopted “What Happens Here, Stays Here” in a 2003 advertising campaign designed to promote the city as a place for personal escape.

The slogan was created by the Las Vegas Convention and Visitors Authority and advertising agency R&R Partners. Its message suggested that visitors could temporarily leave ordinary rules and identities behind while keeping their experiences private after returning home.

The campaign replaced more conventional tourism language with a provocative promise about freedom and discretion. It became strongly associated with Las Vegas and was widely quoted, parodied, and adapted in popular culture.

A common mix-up is giving the answer as “Welcome to Fabulous Las Vegas,” which is the wording on the city’s famous sign rather than the 2003 campaign slogan. The advertising did not claim that every action was literally confidential; its appeal was the playful idea that a trip to Las Vegas could be separate from everyday life.