The city of Las Vegas is betting on Spanish to increase by 10% the number of annual visitors; a bold move that is expected to bring in over 43 million people.

Viewers of English-language programming will now see the iconic “What happens here, stays here” as “Lo que pasa aqui, se queda aqui.” The Las Vegas Convention and Visitors Authority hopes to attract U.S. Hispanics and travelers from Mexico to visit the area,

The move to run a Spanish ad in an all-English environment is part of the city's $80 million general market advertising campaign.

The first of two Spanish 30-second spot ads premiered this month and features a guy and his girlfriend in the middle of a long-distance phone call neither wants to end. When they finally hangs up, the camera reveals the girl and her cohort girlfriends in a Las Vegas hotel room ready to get the party started.

Vegas is the latest market that advertising companies are tailoring, for the over 44 million Hispanics living in U.S. In recent years, a growing list of companies, including Coca-Cola, Procter & Gamble's Crest, Ford Motor, Toyota, Nissan and others, have put their money on an increasingly larger Spanish speaking clientele.