The LVCVA marketing timeline after Las Vegas shooting

The LVCVA marketing timeline

Sunday, Oct. 1

10:17 p.m. — First text about shooting incident sent.

10:30 p.m. — All paid media halted.

11:15 p.m. — Crisis communications team arrives at R&R Partners headquarters in Summerlin.

Shortly before midnight — International offices are notified, first social media sympathy messages crafted.

Monday, Oct. 2

1 a.m. — Statements and talking points are sent to other U.S. time zones

6:35 a.m. — President and CEO Rossi Ralenkotter issues statement to board members, resort partners and media.

Mid-morning — Las Vegas Convention Center South Hall opened to people affected by the tragedy at the request of Clark County.

10:30 a.m. — A section of the South Hall becomes a drop-off point for donations from the community. The response is overwhelming.

Noon — Information on where and how people could get help posted on LVCVA’s Las Vegas, Boulder City, Laughlin and Mesquite websites.

2 p.m. — Daily communications briefing established. LVCVA call center hours extended to midnight.

Afternoon — Work begins with creative team on first new ads. #VegasStrong established as the focus of the message. Production begins on LVCVA’s first video.

11 p.m. — LVCVA reviews the first cut of the video.

Tuesday, Oct. 3

3 a.m. — Team determines video needed a strong, more personal voice for the message.

Morning — Retired tennis professional and Las Vegan Andre Agassi contacted to be the video voice. He doesn’t hesitate to help.

1 p.m. — Design team completes a new #VegasStrong logo, a gold-colored heart-shaped image evoking the look of the “Welcome to Fabulous Las Vegas” sign.

6:30 p.m. — Resorts begin posting the “Thank you for being there” ad message and placing it on their marquees.

Wednesday, Oct. 4

Morning — Public relations team distributes the video that is widely shared.

Afternoon — The National Football League, in a reversal of policy, agrees to allow Las Vegas to air its television spot.

Just before 7 p.m. — #VegasStrong messaging delivered nationally.

Thursday, Oct. 5

Morning — Nationally distributed USA Today publishes and posts its “What happened here” ad. Congressional delegation distributes a public letter signed by two senators and four House members.

Late morning — LVCVA participates in press conference with Clark County Commission Chairman Steve Sisolak, the county coroner and emergency service manager.

Midday — Creative team meets to develop ad campaign involving Strip performers.

5 p.m. — Millions see television spot on Thursday Night Football. The message would be aired during 10 more games throughout the weekend.

Friday, Oct. 6

Morning — New animated ads with a slightly modified message released.

9:30 a.m. — New creative materials sent to resort partners for use on marquees and signage.

Saturday, Oct. 7

Morning — Work begins on new ad campaign using images and messages collected from public response to the tragedy.

Evening — CBS Evening News interviews Ralenkotter and R&R Principal Billy Vassiliadis about Las Vegas’ resiliency and protecting the Las Vegas brand.

Night — LVCVA employees visit Mandalay Bay as a show of support.

Sunday, Oct. 8

1 p.m. — The Oakland Raiders show support for their future Las Vegas home by placing a “Vegas Strong” decal on helmets and conducting a pre-game ceremony honoring victims of the tragedy.

10:05 p.m. — Las Vegas Strip marquees dim for 11 minutes, the duration of the shooting. A new message, “When things get dark, Las Vegas shines,” comes up when the lights return.