Home Destinations Las Vegas Unveils ‘The Vegas Effect’

Las Vegas Unveils ‘The Vegas Effect’

October 16, 2026

The Las Vegas Convention and Visitors Authority (LVCVA) unveiled The Vegas Effect, a new brand platform and marketing campaign targeting meeting planners and business decision-makers, during IMEX America 2026.

The launch coincided with the 15th anniversary of IMEX America being held in Las Vegas.

To mark the milestone, the city’s tourism and meetings industry leaders gathered at the iconic “Welcome to Fabulous Las Vegas” sign, which was illuminated pink for the occasion.

Among those attending were LVCVA President and CEO Steve Hill and Chief Sales Officer Vanessa Claspill; Clark County Commissioner and LVCVA Board Chair Jim Gibson; and IMEX Group Chairman Ray Bloom and CEO Carina Bauer. Resort sales leaders also joined the commemoration.

A coordinated marquee takeover along the Las Vegas Strip extended the celebration across the destination.

The campaign focuses on how meeting in Las Vegas can help teams align, collaborate and move business forward. Through paid video, digital and social media advertising, it highlights the destination’s meeting infrastructure, accessibility, hospitality and entertainment offerings. The campaign includes 30- and 60-second spots illustrating the business benefits of bringing people together in Las Vegas.

“IMEX Group has been an extraordinary partner to Las Vegas for 15 years, and we’re grateful they continue to choose our city as the place where the international meetings community comes together,” Hill said.

Since its debut in Las Vegas, IMEX America has welcomed nearly 185,000 participants and generated an estimated $360 million in economic impact for Southern Nevada.

Meetings and conventions remain a significant contributor to the region’s tourism economy. Las Vegas welcomed 6 million convention attendees in 2025, generating $17.1 billion in overall economic output for Southern Nevada.