Las Vegas – The Park MGM casino resort has released a series of melancholy vignettes inspired by travellers’ real-life experiences.
The short films explore modern romance, each telling a story about a near-miss romantic encounter. The voiceovers, which include accounts such as: ‘I was the girl pretending to stare at my phone but trying to steal glances at you’ are all real posts taken from people visiting Las Vegas.
Virtue, the agency behind the ads, also conducted a survey to explore the romantic attitudes of its Millennial tourists. It found that 62% of those who are thinking about visiting Las Vegas believe in love at first sight.
The campaign represents a change in the way casinos are communicating. Whereas Las Vegas marketing would traditionally rely on symbols of excess and luxury, a more thoughtful aesthetic is emerging.