Since it was first installed in 1959, the "Welcome to Fabulous Las Vegas" sign has welcomed over 1.5 billion visitors.
It started as a simple greeting, but has since become a famous slogan known worldwide, across various languages and cultures.
In light of declining visitor numbers and a growing perception that Las Vegas is no longer the affordable, fun-filled destination it once was, the Las Vegas Convention and Visitors Authority (LVCVA) is rolling out a new nationwide advertising and social media campaign titled "Welcome to Fabulous Las Vegas."
This campaign includes TV ads, events, special deals, and partnerships, all set to launch in the coming weeks.
Why Build the Campaign Around the "Welcome to Las Vegas" Sign?
The convention authority is calling the campaign "a recommitment to the extraordinary spirit of Las Vegas." Here's why they're doing it:
- Declining Numbers: Visitor numbers are down 8% year-over-year, with a particularly steep 12% decline in July.
- Changing Perceptions: Growing sentiment suggests that Las Vegas is overpriced and not as enjoyable as it used to be.
A recent report by Stephen Miller, an economics professor and research director at UNLV, suggests that the future of Las Vegas's gaming and tourism industries through late 2025 and into 2026 might not be as bright as people would like.
Campaign Highlights
Drawing inspiration from the iconic "Welcome to Fabulous Las Vegas" sign, the goal will be to remind travelers of the city’s promise of offering fabulous experiences at every budget level.
- Leadership's Vision: Steve Hill, CEO and President of LVCVA, asserts, “Fabulous isn’t just a word on a sign—it’s our DNA, our identity, and our brand promise.”
- Diverse Efforts: The campaign includes:
- A 60-second national TV commercial.
- Immersive activations in major cities.
- Special resort offers and high-visibility outdoor ads in places like Times Square and Los Angeles.
Engagement and Deals
Preparing to meet every traveler’s needs, resorts are actively participating by offering:
- Exclusive Deals: Waiving resort fees and introducing package deals to enhance value.
- Social Media Element: A new anthem, “Welcome to Fabulous,” is promoting user-generated content on platforms like Instagram and TikTok.
Addressing Criticisms
The campaign directly tackles concerns aired by the media and on social platforms that Las Vegas trips have become too costly.
- Feedback Acknowledgement: Common issues cited include high resort fees, parking costs, and premium pricing for everyday needs.
- Strategic Offers: In response, LVCVA and resorts are promoting discounts, free parking, and bundled value offers. Even resort fees were dropped by many hotels and casinos over the summer.
Encouragement and Optimism
Hill and LVCA tourism partners are urging potential visitors to look beyond negative headlines and find the offers currently available. In fact, Caesars Entertainment just introduced a $300 vacation package for Harrah’s Las Vegas, The LINQ Hotel, and Flamingo Las Vegas.
- Mixed Online Reactions: While some critics feel the campaign overlooks key issues like high costs, others see it as a positive push to emphasize Las Vegas’s uniqueness.
- Looking Ahead: With a strong focus on value, diverse experiences, and the city’s hallmark fun and excitement, the LVCVA hopes to see an increase in visitors as the campaign initiatives gain traction in the coming weeks.
What Las Vegas Visitors Can Expect in the Coming Weeks
There are several events already in the works that will greet visitors when they arrive to Las Vegas over the coming weeks, including:
- In Times Square, a 3D billboard will show famous Las Vegas images, making it look like they are popping out of the screen.
- On Sunset Boulevard in Los Angeles, a giant sign will change from saying “Welcome to Fabulous Las Vegas” to “Come to Fabulous Las Vegas” starting Monday, September 15.
The Fabulous Pickups
At Harry Reid International Airport, the rideshare pickup area at Terminal 1 is getting a makeover.
- Starting Friday, September 12, this area will feature bright lights, seating, music, and a neon wall perfect for selfies, helping visitors kick off their vacation on a high note.
- During special events, the area will have live performances and DJs, creating a true Las Vegas arrival experience.
- Terminal 1 will also feature great photo spots where visitors can capture their excitement about being in Las Vegas.
It should also make hitting a jackpot there a little more fun.
Fabulous Tunnel Walk
This attraction will debut at Allegiant Stadium during the Las Vegas Raiders' first home game on Monday, September 15.
The “Fabulous Tunnel Walk” will transform an ordinary hallway into an exciting Las Vegas moment. As players head into the stadium, they'll show off their game day style with a lively backdrop that combines the energy of Las Vegas with Raiders pride.
It just goes to show that Las Vegas is working hard to bring back visitors and make their experiences memorable by wowing its guests.
