Who can’t keep a secret? Social media of course, which made it the perfect foil for Las Vegas Tourism. We asked people to pledge the “The Code” and promise to keep their Vegas “secrets” secret. The fully integrated campaign featured TV, print, digital, social and non-traditional media. It received wide coverage in the press when life imitated art as pictures of Prince Harry's visit to Las Vegas appeared in the tabloids.
We wanted people to know we were watching to make sure they didn't break the code. So we took our manifesto to the streets with wild postings in various cities.
The "Know The Code" microsite and Facebook page urged people to take the pledge to uphold The Code and the sanctity of their Vegas moments.