"Welcome to Fabulous Las Vegas" - New Campaign Doubles Down on Destination's Brand Promise

More than a campaign, it is 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," said Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority (LVCVA). "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."

"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 fabulous." 

"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 "Welcome to Fabulous Las Vegas" campaign will launch tonight with a 60-second spot during the Dallas vs. Philadelphia football 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. Surrounded by the neon and lights that provided inspiration for the campaign, she encounters iconic locations that have made Las Vegas famous, including Circus Circus Hotel & Casino, Fremont Street Experience, The Orleans Hotel & Casino, The Venetian Resort Las Vegas and many more. 

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.

The first iterations of the campaign include:

Come to Fabulous Las Vegas  

Today, Thursday, Sept. 4, the "Welcome to Fabulous Las Vegas" sign will light up in Vegas purple for 24 hours. From 6:30 – 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 renowned 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 Fabulous Pickups 

At Harry Reid International Airport, the Terminal 1 rideshare pickup zone will be completely reimagined.

Launching Friday, 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. 

Fabulous Tunnel Walk 

Debuting at Allegiant Stadium during the Las Vegas Raiders' first home game on Monday, 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. 

For more information, go to http://www.visitlasvegas.com/.  

ABOUT THE LVCVA

The Las Vegas Convention and Visitors Authority (LVCVA) is charged with positioning Southern Nevada as the undisputed global destination for leisure and business travel and operates the 4.6 million-square-foot Las Vegas Convention Center (LVCC). With over 151,000 hotel rooms and over 15 million square feet of meeting and exhibit space in Las Vegas, the LVCVA's mission centers on attracting visitors to the area. The LVCVA also owns the Vegas Loop at Las Vegas Convention Center, designed and operated by The Boring Company, and also owns the Las Vegas Monorail, an elevated 3.9-mile system with seven stops throughout the resort corridor. For more information, go to www.LVCVA.com, www.VisitLasVegas.com or www.VegasMeansBusiness.com.

SOURCE Las Vegas Convention and Visitors Authority (LVCVA)