Visitor numbers have since climbed back past pre-bust levels to a record 39.7 million gamblers, clubbers, and convention attendees in 2012. The annual visitor count fell more than 4 percent in 2008 after reaching a high of 39.2 million visitors in 2007. The campaign persisted through the recession following the 2008 banking crisis and the collapse of the real estate bubble, which hit Las Vegas particularly hard. The agency does not disclose how much the campaign costs to run each year. The agency is planning to release a full review of the 10-year campaign in the first week of October. ( Especially when Price Harry is involved.) It will have an original story line much like the " know the code" narrative in which Vegas visitors are encouraged to not share their friends' shenanigans with the world via social media. The ad will be not be a review of the last 10 years. The branding ads continued to run in Mexico and the U.K. The character didn't exactly catch on with viewers and is not guaranteed to return during the 2014 retail advertising period. The campaign just finished a nine-month hiatus during which LVCVA introduced a new retail-focused campaign starring a personality called Las Vegasdotcom. The Las Vegas Convention and Visitors Authority runs two types of campaigns: Retail campaigns that encourage direct bookings with a very strong and specific call to action (which are released in the spring) and branding campaigns promoting some variation of "What Happens Here, Stays Here" (which arrive in the fall). This allows viewers to fill in the blanks and begin imagining their own Vegas adventures. The result was a decade of ads that create situations around missing information. Make an indelible connection between Las Vegas and the freedom we all crave. Just thinking about Vegas made the bad stuff go away. And freedom from whatever we wanted to leave behind in our daily lives. In short, the freedom to be someone we couldn't be at home. Freedom to do things, see things, eat things, wear things, feel things. The emotional bond between Las Vegas and its customers was freedom.
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