The Las Vegas Bowl was celebrating its 25th Anniversary. With no title sponsor available the client had carte blanche to thank the city and residents of Las Vegas for helping the bowl reach this milestone.

We talked through what made Las Vegas great. As the entertainment capital of the United States, Las Vegas is / was home to the many great entertainers. The Rat Pack, Elvis, Celine Dion, Cirque du Soliel. What struck a chord was Elvis' closing lines after singing, "Thank You, Thank You Very Much." We brought forth the gold and ruby studded football to remind Las Vegas of the longevity and the impact "the King" had on the once small dusty town. Social Media touted "Who will be the King" and fans responded.

A total transformation and perception of the local event. As Las Vegas transforms itself from an entertainment town to a sports and entertainment town, the 25 year old event has been rejuvenated with new local area sponsors and interest.