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Last week, I wrote about how Las Vegas is struggling. Sky-high prices and fees for just about everything are keeping many from Sin City. Now, the Las Vegas Convention and Visitors Authority (LVCVA) is working to turn the tide and put Vegas back on the maps of tourists around the world.
Since 1959, the “Welcome to Fabulous Las Vegas” sign has greeted more than 1.5 billion visitors and become one of the most iconic symbols in travel and hospitality. Today, Las Vegas is honoring that legacy with the launch of a bold new ad campaign that reaffirms the city’s reputation as a global hub for entertainment, hospitality, dining, and unforgettable experiences.
The new “Welcome to Fabulous Las Vegas” campaign goes far beyond advertising. It spans broadcast television, live activations, immersive experiences, special offers, and brand partnerships. Its mission: to remind the world that Las Vegas is not defined by trends, but by a timeless promise of glamour, vitality, and escape.
The campaign officially kicks off tonight with a 60-second TV spot airing during the Dallas vs. Philadelphia football game. The ad follows an office worker yearning to escape her mundane routine, only to be lured by the irresistible call of Las Vegas. Surrounded by neon lights, she journeys through some of the city’s most legendary destinations, including:
- Circus Circus Hotel & Casino
- Fremont Street Experience
- The Orleans Hotel & Casino
- The Venetian Resort Las Vegas
The commercial’s energy is amplified by its title track, “Welcome to Fabulous,” performed by GRAMMY Award-winning vocalist Eryn Allen Kane and produced by GRAMMY-nominated producer Dave Sitek. The song is also now available for fans to feature in their Instagram and TikTok posts.
Key Campaign Highlights
- Come to Fabulous Las Vegas Night: Tonight, the “Welcome to Fabulous Las Vegas” sign will glow in a vibrant Vegas purple for 24 hours. Resorts, landmarks, and digital billboards throughout the city will light up in unison with the campaign’s signature message from 6:30 PM to 7:30 PM. Locations include the Las Vegas Strip, Viva Vision at Fremont Street Experience, and multiple off-Strip venues.
- Beyond Las Vegas: Times Square will feature a 3D anamorphic billboard, showcasing iconic Las Vegas imagery breaking through the screen. Sunset Boulevard in Los Angeles will debut a massive billboard on September 15th, shifting between “Welcome to Fabulous Las Vegas” and “Come to Fabulous Las Vegas.”
- Fabulous Pickups at Harry Reid International Airport: Launching Friday, September 12th, Terminal 1’s rideshare pickup zone will be transformed into “Fabulous Pickups.” This will feature colorful lighting and seating areas, a neon selfie wall for Instagram-worthy arrivals, live music, DJs, and performances during special occasions. This redesign aims to immerse visitors in the Las Vegas experience from the moment they land.
- Fabulous Tunnel Walk at Allegiant Stadium: Debuting during the Las Vegas Raiders’ first home game on Monday, September 15th, the Fabulous Tunnel Walk will bring Vegas flair to the NFL. The tunnel will create a showstopping entrance for players. This activation merges the spirit of Las Vegas with the pride of Raiders football.
Steve Hill, President and CEO of the Las Vegas Convention and Visitors Authority (LVCVA), said:
Fabulous’ isn’t just a word on a sign—it’s our DNA, our identity, and our brand promise. Las Vegas was built on hospitality, and this campaign is our renewed promise that as our city grows, our foundation remains unchanged: we are committed to providing fabulous experiences for every visitor, at every price point.”
Michon Martin, CEO of R&R Partners, the LVCVA’s agency of record, added:
Just as we did over two decades ago with the ‘What Happens Here, Stays Here’ campaign, we’ve learned from extensive research and most importantly, we’ve listened to the wants and needs of our visitors. At a time when all of us need a break, ‘Welcome to Fabulous’ is a reminder of how Las Vegas makes you feel, no matter how you choose to experience it. As we enter our next era, our legendary sign is the world’s greatest invitation to escape and come find your own personal fabulous.”
Anthony’s Take: Do I think this is enough to set things straight in Las Vegas? No, but the activations are catchy and will likely drive some interest in Vegas. Now, if only prices would normalize.
(Image Credits: Las Vegas Convention and Visitors Authority.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
5 comments
Ad campaigns only go so far. Drop the hated resort fees and stop nickle-diming folks. People aren’t coming back until Vegas becomes reasonable again.
While I guess that waving a lot of advertising in people’s faces will draw some business, what Las Vegas needs is vastly bigger than this. The city needs to eradicate the reputation for nickel-and diming, create a mass transit system that visitors can actually use, showcase some things people haven’t seen before, and most of all show that it’s easy to provide value. How to do this? Here’s my thoughts:
Don’t kill off the monorail. Instead, run it to the airport and Freemont Street. That will drastically reduce traffic congestion while making it vastly easier to travel around Las Vegas. The taxi mafia will be apoplectic but everyone else will be a winner.
Get all (yes all) of the big hotels to drop scam fees like paid parking and resort fees. Also no more $10+ bottles of water in hotel rooms. And have each big hotel offer at least one restaurant location that consistently offers lunch or dinner at a reasonable price, like $25 for a set menu. Have independent restaurants and bars likewise advertise what great values they offer.
Have casinos return to giving comps to the little people. This ridiculous nonsense about having a players card tell the bartender when you’ve gambled enough to get a free drink is nuts. Give grandma, playing 27 cents a spin penny slots back her Bud Lite and be much more generous with free food for two at a second class buffet after somebody’s just lost $300-$400 at the tables.
So many of the scenes in Las Vegas ads are overdone to the point of generating eye rolls: The amazingly luxurious hotel suite, the hipster nightclub with $700 bottle service, the big winner on a slot machine, a huge concert, an $800 dinner, etc. The people who want these things are already going to go to Vegas so why not try a little for people who want to visit The Mob Museum or the neon museum or the springs park or whatnot that provide a little peace and contrast to the (previously fun and once a great value) Vegas everyone knows?
If you want to revive Vegas, just work on the USD28 burgers at FatBurgers inside Casinos and the pervasive smoke everywhere in Casinos. This ain’t the 1970’s anymore with Marlboro promising us that smoke does not cause cancer.
The only good thing remaining in Vegas is that Housekeeping is done daily without asking in most properties.
If you want to revive Vegas, just work on the USD28 burgers at FatBurgers inside Casinos and the pervasive smoke everywhere in Casinos. This ain’t the 1970’s anymore with Marlboro promising us that smoke does not cause cancer.
The only good thing remaining in Vegas is that Housekeeping is done daily without asking in most properties.
So that is supposed to get people to Vegas? Ads and a marketing campaign? What a joke.