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SAHARA Las Vegas 70th Anniversary PR Campaign | Vox

Winner of a 2023 Pinnacle Award by the Public Relations Society of America

The Project

SAHARA Las Vegas, the longest-standing hotel-casino on the Las Vegas Strip, commemorated its 70th anniversary with a historic celebration for media and select VIPs on Oct. 7, 2022. The 70th anniversary reception included a presentation about SAHARA’s origins and vibrant, seven-decade-long history. Additionally, the 70th anniversary milestone provided a timely opportunity to invite media to a FAM experience of the all-new SAHARA’s hotel rooms, restaurants, entertainment and luxurious amenities following a $200 million renovation.

The Vox Agency wrote and distributed an array of press materials to local, regional and national media leading up to the 70th anniversary celebration, including several news releases calling attention to SAHARA’s array of promotions as well as the property’s seven decades of history. Months ahead of the 70th anniversary, FAM invitations were also sent to top-tier local and national media, inviting them to experience the all-new SAHARA following its $200 million renovation as guests. Days before the 70-year anniversary celebration, a camera call was also distributed, inviting local working media to capture photos and video of the historic occasion. Lastly, a final news release containing high-resolution photos and b-roll was distributed, resulting in additional coverage from media unable to attend the event. 

The Results

The effort secured media coverage leading up to the event, as well post-anniversary celebration coverage. Stories ran in outlets such as Forbes, USA Today, Las Vegas Review-Journal, Las Vegas Sun, Las Vegas Weekly and many others. These articles highlighted SAHARA’s 70-year milestone and monumental renovation.

SAHARA Las Vegas’ website also saw a 38% increase in visitation compared to October 2021 as well as an 18% increase in website visitation from the prior month. 

  • “At 70, SAHARA Las Vegas still has legs” – Las Vegas Review-Journal
  • “SAHARA marries new experiences and past successes as it turns 70 on the Las Vegas Strip” – Las Vegas Weekly
  • “Las Vegas’ SAHARA hotel celebrates 70 years: Take a peek into the property’s past” – USA Today
  • “Rediscover a SAHARA Las Vegas That’s Better Than Ever” – Los Angeles Times