Laughlin highlights its laid-back vibe in new campaign

Laughlin, the resort town on the Colorado River, has launched a new advertising campaign called "Keep It Floaty" that emphasizes its relaxed and friendly atmosphere. The campaign was created by R&R Partners, the advertising agency of the Las Vegas Convention & Visitors Authority (LVCVA).

The ads star a sunburned older man in a cowboy hat, with long gray hair and a curled mustache. In one scene the character glides into a hotel restaurant on a lounge chair, and in another he drifts through a casino lobby on a jet ski.

According to the LVCVA, the area offers boat trips on the river, rock mazes in the Mojave Desert, golf on six courses, and an events calendar that ranges up to New Year's shows from Nelly and Lil Jon. The LVCVA's main job is to promote Las Vegas, but the agency is also responsible for marketing Laughlin, Mesquite and Boulder City.

Laughlin has eight casinos and several gaming halls. The town's gross gaming revenue was $493.5 million in 2025. That is a 2.4 percent increase over 2024, but it is 3.4 percent below the 2023 level of $511.1 million. Through August 2026, revenue has reached $337.1 million, up 0.6 percent.

About 1.5 million people visit the town, which lies 90 miles south of Las Vegas, each year. The town is named after Don Laughlin, who bought a riverside motel in the area in the early 1960s.