The advertising campaign "What Happens Here, Stays Here" that was created for the Las Vegas Convention and Visitors Authority more than a dozen years ago became an almost instant "cultural phenomenon."
Since its inception, it has been credited with bringing millions of people to Las Vegas and served as partial inspiration for movies like "What Happens in Vegas" starring Cameron Diaz and Ashton Kutcher and "The Hangover" film series starring Bradley Cooper, Zach Galifianakis, Ed Helms, and Ken Jeong. It also inspired a song by Usher.
Now a beer has been created as part of the campaign and will be introduced this weekend at the Coachella music festival in Palm Springs, Calif.
The beer is the just the first of several limited-edition #WHHSH products that have been planned by R&R Partners, who handles the advertising campaign for the LVCVA.
The new products will allow Las Vegas to extend its appeal beyond travel and tourism and engage audiences in a way that no other destination currently does.
“#WHHSH Beer captures the energy and excitement of Las Vegas,” said Cathy Tull, senior vice president of marketing for the Las Vegas Convention and Visitors Authority (LVCVA). “We are thrilled for the Las Vegas brand to continue to evolve and expand with the creation of our signature #WHHSH products.”
The beer was created locally by Tenaya Creek Brewery. The beer is described as an easy-drinking pale ale with hints of citrus and pine, creating a cool, clean finish.