As consumers seek more genuine, emotional connections to brands and their offerings, the Las Vegas Convention and Visitors Authority (LVCVA) faced a unique challenge. How could the LVCVA adapt the marketing tactics to be more relatable without compromising the brand’s promise of adult freedom? R&R Partners knew that an audience segmentation study would help to understand what motivates the Las Vegas visitor. Through this research, we identified two macro-consumer segment targets, “active” and “passive,” both of which are important. The former enjoys most of the typical activities associated with Las Vegas, while the latter looks for more self-indulgent or relaxing options. R&R used the research to develop a campaign of emotional and relatable stories that showcase an inclusive and expansive side of the destination called “Only Vegas Moments.” The message: Vegas isn’t just exciting, it’s empowering, no matter who you are and no matter why you come to the destination.