"The American Way to Play," the "Resort Bargain of the World," and "Las Vegas: Open 24 Hours." Throughout the 1990s, R&R offered advisory services to political figures and corporations alike. Clients included politicians on both sides of the political aisle, including Harry Reid, Orrin Hatch and John Ensign. R&R also lobbied for the Nevada Resort Association, which represented many of the casinos on the Las Vegas Strip. They advised corporations like PepsiCo and Procter & Gamble, helping the latter introduce the fat-free ingredient, Olean. R&R has designed marketing campaigns for numerous casinos, and has represented special events such as the National Finals Rodeo and the Miss Universe pageant. In 1998, the firm officially changed its name to "R&R Partners" to reflect its services beyond advertising. 2003: "What Happens Here, Stays Here" In late 2001, R&R Partners sought to create a new branding campaign for the LVCVA to emphasize the emotional connection that visitors have to the Las Vegas brand. R&R copywriters Jeff Candido and Jason Hoff devised the "Vegas Stories" campaign with the tagline "What Happens Here, Stays Here." The commercials featured often unseen but implied exploits of a person or group of people in Las Vegas. For instance, one ad depicted a group of women laughing about an unknown incident while riding in the back of a limousine. Another depicted a couple who had lost their luggage because they hadn't officially checked into their hotel. In virtually every case, the tone of the ad attempted to convey "some excitement and mystique about the Vegas experience." The first commercial known as "Mistress of Disguise" was meant to debut during Super Bowl XXXVII. However, the NFL refused to allow it in the commercial line-up due to the Las Vegas destination’s association with gambling. The NFL's refusal inadvertently caused this first “What Happens Here, Stays Here” spot to achieve greater interest than if it had run during the game. The campaign was also R&R's most market-tested because of its potential for backfire. Many interested parties (including Vassiliadis himself) were concerned that the campaign was too edgy and might alienate a certain segment of the audience. When the "What Happens Here, Stays Here" ads debuted in February 2003, they became an almost instant "cultural phenomenon" according to Advertising Age. The phrase was referenced by numerous pop culture mainstays, including Saturday Night Live, Meet the Press, Jeopardy!, Wheel of Fortune, the Academy Awards, and