The next iteration of how R&R Partners will market Las Vegas as a tourism destination under its $15.5 million annual advertising and marketing contract with the Las Vegas Convention and Visitors Authority has arrived.

It even has its own name: HyperVegas.

Members of the R&R team shared concepts of the plan with the LVCVA board last month and produced a website,, to explain how “the travel universe has changed” and what the 70-plus R&R team members dedicated to the Las Vegas account plan to do about it.

And if you’re wondering what will happen to those funny “What happens here, stays here” television ads, don’t despair — they’re still going to be a part of the plan.

HyperVegas refers to the rapid pace at which people consume media content on their mobile devices and how Las Vegas needs to be prepared to react with each news story, tweet and post directed at those considering a Las Vegas experience. It also references how rapidly Las Vegas and its attractions can and will change over the next three years.

To read more of the story by Richard Velotta of the Las Vegas Review-Journal, please click here.