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Las Vegas Adds a Bespoke Beer Brand to Its 'What Happens Here' Campaign

Visitors Authority Creates #WHHSH Brew

By E.J. Schultz. Published on Apr 11, 2016

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Sin City is adding some suds to its tourism marketing. The agency behind the "What Happens Here, Stays Here" campaign for Las Vegas has created a beer brand as part of an effort to keep the 13-year-old effort fresh and frothy.

The black-labeled brew is called #WHHSH, a social-media geared acronym for the famous tagline introduced late last year by the Las Vegas Convention and Visitors Authority and its agency R&R Partners. The new beer won't be available for sale to the general public. Instead it will be offered at promotional events, starting April 16 at a party the authority is hosting near the Coachella Valley Music and Arts Festival in Indio, Calif. Other campaign-branded products could follow, including a unisex perfume/cologne.

The Coachella event, to take place over two days at the Ingleside Inn in Palm Springs, represents the first time the authority has staged a promotional event in conjunction with the music festival. Invitations were sent to 600 to 800 people via email and social media. The guest list targets "everyone from celebrities, influencers and every-day festival goers," according to R&R Partners.

A DJ from Palms Casino Resort will provide music as the visitors authority recreates the Vegas spa experience via facials and massages.

The #WHHSH beer will be given out for free. The beer -- described as a mix between a pale ale and an IPA -- is brewed by Tenaya Creek Brewery of Las Vegas, a craft brewer whose regular brands include Bonanza Brown Ale.

Read more about the new Vegas brew on AdAge.com.

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