In response to a dip in Las Vegas visitation rates, which have fallen approximately 8% compared to last year, the city’s marketing agency has launched an ambitious campaign centered around the iconic “Welcome to Fabulous Las Vegas” sign.
Campaign Launch and Marketing Strategy
The campaign officially kicks off with a 60-second advertisement airing during the National Football League’s season-opening game on September 4. This engaging promotional initiative will expand over the following weeks to include an array of new experiences, attractive offers, and unique partnerships, all aimed at showcasing the allure of Las Vegas.
The advertisement features a relatable office worker yearning for an escape from her daily grind. She becomes captivated by a siren call from Las Vegas, spurring her to indulge in a much-needed getaway. The soundtrack for this captivating ad features Grammy Award winner Eryn Allen Kane performing the title track, “Welcome to Fabulous.”
Commitment to Hospitality and Visitor Experience
“Fabulous isn’t just a word on a sign — it encapsulates our identity and brand promise,” stated Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority. “Las Vegas was built on hospitality, and through this campaign, we reaffirm our commitment to delivering fabulous experiences for every visitor, regardless of budget.”
Citywide Promotions and New Experience Launches
On September 4, the “Welcome to Fabulous Las Vegas” message will illuminate resort marquees, digital billboards, and landmarks across the city for a full hour. Additionally, Times Square will debut a striking 3-D anamorphic billboard featuring vibrant Vegas imagery. Moreover, a billboard on Sunset Boulevard in Los Angeles will begin displaying the fabulous message starting on September 15.
Innovative Venue Enhancements at Harry Reid Airport
Enhancing the visitor experience further, the rideshare pickup zone at Terminal 1 of Harry Reid Airport will introduce “Fabulous Pickups” on September 12. The revamped area will boast colorful lighting, plush seating, and lively music, along with a neon selfie wall. For added entertainment, the location will occasionally host live performances and DJs, transforming the wait for rides into a vibrant experience.
As Las Vegas embraces new strategies for attracting visitors, this campaign underscores the city’s enduring promise to provide unforgettable experiences, reinforcing its status as a premier destination.
