Las Vegas Rolls Out Tourism Campaign to Combat Visitor Slump
Las Vegas introduced a new marketing campaign, “Welcome to Fabulous,” as a way to change its image and illustrate some of the city’s fabulous glamour, entertainment, and unique experiences. The…
Las Vegas introduced a new marketing campaign, "Welcome to Fabulous," as a way to change its image and illustrate some of the city's fabulous glamour, entertainment, and unique experiences. The first ad of the campaign debuted officially during the NFL game on Sept. 4, featuring the Dallas Cowboys and the Philadelphia Eagles. The ad depicts an office worker breaking away from her everyday world and embracing the excitement of Las Vegas and its buzz.
As part of this campaign, there was a very exciting visual element, which included the iconic "Welcome to Fabulous Las Vegas" sign, which was illuminated in purple for 24 hours. Additional campaign highlights included prominent billboards in New York's Times Square and Los Angeles's Sunset Boulevard, along with a series of digital and physical advertising efforts designed to capture attention nationwide.
“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,” reads the press announcement from LVCVA.
“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,” Michon Martin, CEO of R&R Partners, the LVCVA's advertising agency, said in the press announcement. “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.”
The campaign followed a roughly 7% decline in visitation from 2024 to 2025 and was designed to counter lingering negative perceptions about the city. By taking advantage of the learning opportunities that were informed by previous successful branding strategies, the campaign set out to reignite travelers and demonstrate the enormous variety of experiences that Las Vegas has to offer.
