Las Vegas is once again lighting up the world with a single word: Fabulous
Since 1959, the “Welcome to Fabulous Las Vegas” sign has been more than a roadside landmark—it’s become a global symbol of escape, possibility, and unfiltered fun. Now, as traveler expectations evolve, the city is doubling down on that promise with the launch of Welcome to Fabulous Las Vegas, a bold, multi-channel campaign designed to capture the city’s glamour, vitality, and timeless hospitality.
More than an ad push, the initiative is a recommitment to what the Sin City does best: turning ordinary moments into unforgettable experiences. Rolling out across broadcast TV, activations, in-destination experiences, exclusive offers, and partnerships, the campaign shines a neon spotlight on why “fabulous” isn’t just a tagline—it’s the city’s DNA.
“‘Fabulous’ isn’t just a word on a sign—it’s our identity and our brand promise,” said Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority (LVCVA). “As the city grows, our foundation stays the same: delivering fabulous experiences for every visitor, at every price point.”
Unveiled tonight with a 60-second spot during the Dallas vs. Philadelphia football game, the campaign’s first chapter features a weary office worker breaking free from the mundane and stepping into a neon-charged Las Vegas dreamscape. With stops at icons like The Venetian Resort, Circus Circus, and Fremont Street, the ad comes to life through Welcome to Fabulous, a new track from GRAMMY Award-winning artist Eryn Allen Kane, produced by GRAMMY-nominated Dave Sitek.
Backed by extensive visitor research, the campaign also draws inspiration from the legendary What Happens Here, Stays Here playbook—proving once again that Las Vegas knows how to capture the cultural moment and translate it into staying power.
“This campaign is a reminder of how Las Vegas makes you feel, no matter how you choose to experience it,” said Michon Martin, CEO of R&R Partners. “Our legendary sign is still the world’s greatest invitation to escape and come find your own fabulous.”
For more information, go to Visit Las Vegas
At a Glance:
- Launch: Sept. 4 with a 60-second TV spot during the Dallas vs. Philadelphia football game
- Signature Moment: “Welcome to Fabulous Las Vegas” sign glows purple for 24 hours; Strip resorts, Fremont Street, and landmarks join in with coordinated purple displays
- Times Square Takeover: 3D anamorphic billboard brings the city to life in New York
- Hollywood Connection: Sunset Boulevard billboard flips between “Welcome” and “Come to Fabulous Las Vegas” starting Sept. 15
- Airport Welcome: Harry Reid International Airport debuts “Fabulous Pickups” rideshare zone with neon selfie walls, music, and live entertainment (Sept. 12)
- Game Day Spectacle: Allegiant Stadium introduces the “Fabulous Tunnel Walk” for Raiders home opener (Sept. 15)
Also read Las Vegas Celebrates 120 Years, From Desert Water Stop to Global Destination
