In what might come as less of a surprise than expected, Las Vegas watched surge of marriages on the infamous 12/12/12 calendar date despite a stark downward trend in marriages in recent history. There are plenty who'd love to have such an auspicious date for their marriage, but the real twist comes from the massive marketing campaign that may well have responsible for the sudden interest in nuptials.
Las Vegas, land of the quickie wedding, is in the midst of a serious love recession, and chapels in the city accustomed to playing the numbers were not about to let the latest money-making opportunity – Wednesday's auspicious 12/12/12 date – pass without a marketing push.
They worked for months to turn the day into a major payout, luring thousands of lovebirds with the promise of a wedding license bearing the century's last string of identical numbers.
Sin City's share of the weddings business has fallen by a third since 2004, as destinations from New Orleans to New York have gotten into the elopement game.