Description
Developed by R&R partners for the Las Vegas Convention and Visitors Authority (LVCVA), “Keep It Floaty” is a new brand platform positioning Laughlin, Nevada, as a laid-back alternative to crowded, over-planned vacations. Built around the idea that some of the best getaways happen when you stop overthinking them, the campaign celebrates a destination where visitors can relax, have fun and let the day unfold naturally.
The campaign highlights Laughlin’s Colorado River setting, gaming, entertainment, dining and outdoor recreation through the lens of the destination’s easygoing personality. Rather than simply showcasing a list of attractions, the creative captures how Laughlin feels: relaxed, playful and unpretentious, offering a refreshing contrast to the pressure to maximize every moment of a vacation.
The creative brings “Keep It Floaty” to life through a cool, unbothered central character and a series of surreal, humorous scenarios, including floating through a restaurant on a lounge chair and bringing a jet ski into a casino.
“Our goal was to create a campaign that stands out while staying true to what makes Laughlin special,” said Kate Wik, chief marketing officer of the Las Vegas Convention and Visitors Authority. “‘Keep it Floaty’ represents the destination's relaxed riverfront personality. It's a playful way to capture attention and turn the idea of an effortless getaway into an invitation to visit.”
R&R partners developed the campaign strategy and creative and produced the integrated campaign, which includes two 15-second video spots, campaign photography, digital and rich-media assets, website and email creative, promotional giveaway items and a partner activation toolkit. The campaign was shot over two days in Laughlin at locations including Harrah’s Laughlin, Riverside Resort and Golden Nugget Laughlin.
Launching in October 2026, the campaign will run across connected TV (CTV), pre-roll, display and online travel agency partnerships, targeting active travel shoppers and travel-minded consumers ages 35 and older. Media will focus on key drive markets, including Los Angeles, the Las Vegas designated market area (excluding Laughlin) and the Phoenix designated market area, with the goal of building awareness and consideration among prospective visitors and giving travelers a fresh reason to put Laughlin on their getaway list.
This professional campaign titled 'Keep It Floaty' was published on October 19, 2026. It was created for the brand: Las Vegas Convention and Visitors Authority, by ad agency: R&R Partners. This campaign contains 2 media assets. It was submitted 20 minutes ago.
