The Las Vegas Convention and Visitors Authority (LVCVA) has announced a new marketing program, Vegas: Alter Your Reality (VAYR), which will debut at a modern and contemporary art event during Miami Art Week in December.
VAYR is a creative interpretation of the Las Vegas experience, featuring personal narratives by five international artists: Adhemas Batista, Brazil; Beeple, U.S.; FAFI, France; INSA, U.K.; and Signalnoise, Canada. From strolling the streets to flying in a helicopter over the Strip, the artists took part in a variety of only-in-Vegas moments and explored the city on their own terms, creating two to three-minute immersive videos that are unique to each artist’s personal style.
“We are committed to constantly exploring new and innovative avenues through which we can reach potential visitors,” said Cathy Tull, senior vice president of marketing at the LVCVA in a statement. “By uniting art and virtual technology to reflect the vibrancy of the destination, Vegas: Alter Your Reality will inspire travelers to create their own Las Vegas journey.”
The collection is open to the public, where guests adorn Samsung Gear VR headsets and observe the exclusive artwork during Las Vegas’ three-day, multi-sensory event, taking place at Zadok Art Gallery, from 7th – 9th December 2017, between 1 – 9pm. On 6th Dec., the brand will host VIP media and guests for an exclusive viewing, featuring world-class desserts by The Venetian Las Vegas’ Mercato della Pescheria and a variety of craft cocktails.
For those that can’t attend, content will be shared on the Vegas VR app, which is free and available for download on iOS and Android platforms.
“Las Vegas is all about adult freedom, meaning you can be and do things here you can’t be and do at home,” said Arnie DiGeorge, executive creative director at R&R Partners, the agency of record for the LVCVA. “Art is a similar experience; it can take you to new places and on flights of fantasy. Vegas: Alter Your Reality puts the two together. It is ultimate freedom.”
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