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THE ASK:
the idea:
Get Gen Z travelers who dismiss Vegas as a bastion of 'what happens here stays here' hedonism to change their minds and consider the city the next time they're planning a long weekend with friends.
"Choose Everything." A campaign that reframes Las Vegas as the solution to single-identity travel, inviting Gen Z to explore every side of the city and every side of themselves.
The Gap:
Vegas has evolved, but perception hasn't caught up.
THE INSIGHT:
Gen Z is drawn to trips that feel flexible, personal, and open to discovery, not one that makes them choose one kind of experience.
CHOOSE EVERYTHING.
Social Media Launch
Social posts turn Vegas into a series of contrasting experiences, revealing a city with more range than its reputation suggests.
Interactive Digital Display
A 60-second hidden object game that challenges users to find as many sides of Vegas as possible. After playing, users receive a printed ticket with their score, ranking, and a QR code.
Mobile Web Experience
The QR code is linked to a website where players can upload their score, save their hidden finds, and compare results on a public leaderboard or within a private group for friends and family. From there, players and site visitors can explore the campaign's knolling style symbols, learn more about the Vegas experiences behind them, and build a board that becomes their custom itinerary.
CLASS
YEAR
TEAM
ROLE
Advertising Portfolio Development I
Spring 2026
Natalie Paulus, Emily Happel, Troy Phay
Research, Insight Development, Executions
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