LAS VEGAS—The Las Vegas Convention and Visitors Authority (LVCVA) has launched a new marketing campaign based on the city’s “Welcome to Fabulous Las Vegas” sign.
The initiative includes broadcast advertising, in-market activations, experiences, special offers, and brand partnerships. A 60-second commercial debuted during the Dallas vs. Philadelphia football game on September 4, featuring an office worker escaping routine life for a Las Vegas experience. The campaign also introduces an original title track, Welcome to Fabulous, performed by GRAMMY Award winner Eryn Allen Kane and produced by Dave Sitek.
Steve Hill, president and CEO of the LVCVA, said the campaign represents a renewed commitment to hospitality. “‘Fabulous’ isn’t just a word on a sign—it’s our DNA, our identity, and our brand promise,” he said.
The rollout features several elements:
- Lighting events: On September 4, the welcome sign and landmarks along the Strip were illuminated in purple, with marquees and billboards displaying the campaign message. Times Square will host a 3D anamorphic billboard, while Los Angeles will feature a large-format display on Sunset Boulevard beginning September 15.
- Airport activations: Starting September 12, the Harry Reid International Airport rideshare pickup zone will be redesigned as “Fabulous Pickups,” with lighting, music, and photo opportunities.
- Stadium experience: On September 15, the “Fabulous Tunnel Walk” will debut at Allegiant Stadium during the Las Vegas Raiders’ first home game, featuring players entering through a themed backdrop.
The campaign is being developed with R&R Partners, the LVCVA’s agency of record.
For more information, visit visitlasvegas.com.
