Up until only recently, Las Vegas had been positioned as a family destination, with previous marketing efforts focusing on the theme park varieties and water-park recreation provided by the city to lure family revenue dollars. One notable author describes the previous Las Vegas marketing campaign, focused on family, as a conglomerate of “T-shirt packs of doughnut inhalers roaming the casinos like livestock” (Anderson, 1). This represented a marketing focus where the targeted consumer was the family demographic, potentially creating conflict between the more adult-oriented consumer who looked at Vegas as an escape for adult entertainment and exciting, casino recreation. The shift in marketing focus from family-oriented to a more risqué campaign illustrates a total change in target market focus.
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