The Las Vegas Convention and Visitors Authority announced Thursday that it’s launching an advertising and social-media campaign that includes cities coast to coast.
With visitation down 8% for the year, including 12% in July, the LVCVA is trying to counter the narrative that Las Vegas is overpriced and no fun. LVCVA CEO and President Steve Hill has talked about a coming campaign to bring in more visitors.
“Today, as visitor expectations continue to evolve, Las Vegas is meeting the moment with the launch of a multifaceted campaign spanning broadcast TV, activations, experiences, special offers, and partnerships that will be rolled out in the coming weeks,” according to the LVCVA.
In its release, the LVCVA said it’s more than a campaign; it’s a recommitment to the “extraordinary spirit of Las Vegas, launched at a pivotal moment to reaffirm that unmatched hospitality and fabulous experiences are not trends, but timeless promises that embody the city’s glamour, vitality, and sense of escape.”
“‘Fabulous’ isn’t just a word on a sign – it’s our DNA, our identity, and our brand promise,” Hill said. “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.”
The “Welcome to Fabulous Las Vegas” campaign will launch Thursday night with a 60-second spot during the Dallas versus Philadelphia NFL game. The ad features an office worker wishing for a break from the usual day-to-day doldrums. She hears a siren song from Las Vegas, enticing her to break free from the monotony and enter a world of fabulousness, the LVCVA said.
“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,” said Michon Martin, CEO of R&R Partners, the LVCVA’s agency of record. “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 fabulousness.”
The title track, “Welcome to Fabulous,” comes to life through the vocals of GRAMMY Award-winning singer Eryn Allen Kane. Produced by GRAMMY Award-nominated producer and songwriter Dave Sitek, the song is available now for fans to feature in their Instagram and TikTok posts.
“For 65 years, the welcome sign has symbolized our city’s commitment to providing a fabulous experience, and this campaign reaffirms that legacy,” said Kate Wik, chief marketing officer of the LVCVA. “Inspired by the glow of the neon lights, this campaign will shine across the U.S., from broadcast TV to immersive in-market experiences, capturing the unmatched energy and brilliance of Las Vegas.”
The first iterations of the campaign began on Thursday with the “Welcome to Fabulous Las Vegas” sign lighting up in Vegas purple for 24 hours. From 6:30 p.m. to 7:30 p.m., resorts and landmarks will turn purple and marquees and digital billboards throughout Las Vegas will collectively feature the “Welcome to Fabulous Las Vegas” message. This coordinated display will be visible at resort properties along the Strip, Viva Vision at Fremont Street Experience, and various off-Strip locations across the destination.
Times Square will also debut a 3D anamorphic billboard showcasing Las Vegas imagery, creating the illusion of breaking through the confines of the screen. On Sunset Boulevard in Los Angeles, a larger-than-life billboard will blink from “Welcome to Fabulous Las Vegas” to “Come to Fabulous Las Vegas” starting on Monday Sept. 15, the LVCVA said.
At Harry Reid International Airport, the Terminal 1 rideshare pickup zone will be completely reimagined.
Launching Sept. 12, the “Fabulous Pickups” will feature colorful lighting, seating, music, and a neon selfie wall that helps visitors start their vacation off right. During special occasions, the zone will host live performances, DJs and more, making arrival in Las Vegas a fabulous experience.
Terminal 1 will also be home to fabulous photo moments where visitors can share their excitement of being in Las Vegas from the moment they arrive, the LVCVA said.
Debuting at Allegiant Stadium during the Las Vegas Raiders’ first home game on Sept. 15, the “Fabulous Tunnel Walk” will transform a standard hallway into a showstopping Las Vegas moment. As players make their way into the stadium, they’ll showcase their game day style against a high-energy backdrop that fuses the spirit of Las Vegas with the pride of the Raiders.
