Las Vegas Strip Shooting

Vegas rebranding shows difficulty of messaging after tragedy

As volunteers streamed in to donate blood, doctors tended to the wounded and investigators scoured the scene of the deadliest mass shooting in modern U.S. history, Las Vegas tourism officials moved quickly to protect their valuable franchise in a city where branding is everything.

"What happens here, stays here," the official slogan advertising agency R&R Partners developed in 2002, with a wink to naughty behavior, no longer seemed appropriate after the Oct. 1 attack that killed 58 people.

The city put that motto on hold, and the public agency charged with marketing Las Vegas went to work creating a new pitch for the tourist destination.

Initially, it...

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