The Las Vegas Convention and Visitors Authority is to launch a press advertising campaign promoting the destination during the peak sales market.
President and chief executive Rossi Ralenkotter said the campaign would run in December, January and February, and would highlight the destination’s attractions to the adult market.
The money for the promotion will be taken out of the $1.5 million budget set aside annually for UK advertising.
Ralenkotter said: “We need to keep our message up and running. The theme of the campaign will be the excitement of the destination and it will be targeted at adults.”
Las Vegas mayor Oscar Goodman said following the decision by the world’s rugby authorities to hold the USA Sevens Tournament and Festival in Las Vegas in February along with the NASCAR motor racing tournament, the city is well-suited to the adult market.
The city’s traditional entertainments of gambling and shows will also be further bolstered by Cirque du Soleil’s new tribute show to Elvis, which opens in December.
Customers wanting to visit the city will be well-served following the launch of British Airways’ daily service yesterday from Heathrow to the city.
The new flight takes the total number of direct seats available from the UK to Las Vegas to 275,000 a year once added to Virgin Atlantic’s daily service from Gatwick.
A further 6,000 rooms will also be available following the opening of the CityCenter project, which will include four hotels and casinos when it opens in December.