The New York Times said it best: “Every dream needs a merchant, every myth a mythmaker. In Las Vegas, that job falls to Billy Vassiliadis.”
Billy has been swaying opinions, shaping public policy and persuading the hard-to-persuade in industries as varied as travel, energy, utilities, health care and transportation for more than 30 years. He operates from a simple yet powerful philosophy – “Create the brand, build the brand, protect the brand” – a mindset that sprang from his roots as a sought-after political adviser on senatorial and presidential campaigns. It comes down to an unwavering, clear-eyed commitment to finding, telling and operating from a brand’s core truth and standing ready with deep resources to protect it in case of a crisis.
His work for the Las Vegas Convention and Visitors Authority is a prime example. He has guided the destination through decades of economic ebbs and flows, produced the iconic “What happens here, stays here®” campaign and received the coveted Brandweek “Grand Marketer of the Year” award over such major brands as McDonald’s, Apple and Hershey’s (and the only agency guy ever to win). Yet he still believes that the best work for this brand is yet to come. Never resting on past success is a big theme.
He has been profiled on the front page of The New York Times and his views on marketing and political issues have appeared in The Wall Street Journal, USA Today, The New Yorker, Roll Call, The Hill, The NewsHour with Jim Lehrer, Good Morning America, Dateline NBC, Prime Time Live, CNBC, Nightline and MSNBC. Consulted by presidents, business leaders and fellow marketers alike, Billy is, simply, the man to see.