Welcome to Fabulous

“What happens in Vegas, stays in Vegas” is one of the most iconic tags in advertising history—a line that evolved into “What happens here…” and “Only in Vegas”, and has become a part of the world’s everyday lexicon.

For decades, the Las Vegas Convention and Visitors Authority (LVCVA) and its long-time AOR, R&R Partners, have been driving one of the most visible tourism campaigns around the globe. This month, the duo is introducing the city's largest new marketing platform.

Introducing: “Welcome to Fabulous” A celebration of all the fabulous things that make Las Vegas great, and an omni-channel, cross-global, brand platform (the first introduced since 2003), designed to showcase the many fabulous sides of modern Las Vegas. No longer just the adult playground of yesteryear, the new Las Vegas is a global culinary, entertainment,sports and business destination. This new brand platform, which will make its broadcast debut during Thursday Night Football on Sept 4, the NFL’s first regular season game, runs the marketing gambit, from film, digital and multiple OOH executions (neon-inspired LED, anamorphic 3D, digital), to a Strip marquee takeover, major sports partnerships, experiential activations and more.

It's almost impossible to outwrite a line that has been turned into at least two Hollywood Rom-coms (What Happens in Vegas, Stays in Vegas), so R&R Partners looked to the DNA of the city, one of the destination's most visible landmarks: the Welcome to Fabulous Las Vegas sign. This iconic greeting would not just become the foundation of the campaign, but going forward "fabulous" is the north star for every communication and experience that Las Vegas delivers.

At the heart of the campaign is a high-energy short-form musical that breaks free from traditional tourism tropes. In a :60 spot, Las Vegas is positioned as the most fabulous escape from the doldrums of office life. The film opens with a woman in a mundane office. She hears a siren song - one about longing for more joy and entertainment. A piano appears, and she quickly breaks free from her corporate confines and goes on an epic, neon-filled journey through Las Vegas. Her song becomes a love letter to Las Vegas, carrying her between iconic locations including Circus Circus, Downtown Las Vegas on Fremont Street, 4 Queens Hotel & Casino, Golden Nugget Las Vegas, Orleans Arena, and the Venetian Resort Las Vegas Gondola Canals. The final shot takes us to the Welcome to Fabulous Las Vegas sign. Her night is winding down, but as shown by the aerialists performing, the city is still alive and full of energy. Each location featured in the film serves as a deliberate nod to the city’s range of experiences, proving that whether you're splurging or seeking out hidden gems, there's always something fabulous waiting; reminding travelers that unforgettable doesn’t have to mean unaffordable. Her journey is underscored by the powerful vocals of Grammy (R) Award-winning singer Eryn Allen Kane, who also makes a cameo appearance in the spot.The title track, “Welcome to Fabulous”, was produced by TV on the Radio’s Dave Sitek. The audio will be available for posts on TikTok and Instagram.

“Las Vegas is one of the most iconic cities in the world, in no small part to the amazing campaigns the LVCVA have done over the last four decades. It is one of the coolest things imaginable to get to add a new chapter to that story,” says Chuck Monn, Chief Creative Officer at R&R Partners. “Every decision behind this work, from the casting to the choreography to the music and locations, was designed to capture the emotion you feel the moment you arrive in Vegas. It’s a love letter to the city and a high-voltage call to come experience it for yourself.”

Reinforcing Value
The LVCVA and R&R are also leveraging the new campaign to reinforce the tremendous value that visitors can still find in Las Vegas, every single day. The LVCVA are working closely with properties across the destination to create experiences that are truly unique for visitors. At launch, R&R is also taking a page from the TikTok playbook, “hacking” the campaign’s hero spot to point out activities in the film’s background that are 100% true value offerings in Vegas. In the social video, one of R&R’s resident copywriters “Jack” appears as on-screen talent, popping in to point out fun tidbits about the city ala VH1’s famous “Pop-up Video” series. These pop-ups will be running across social media and as YouTube Shorts.

“Las Vegas has always been a place to feel free, be yourself, and create unforgettable moments,” said Kate Wik, Chief Marketing Officer of the Las Vegas Convention and Visitors Authority. “Drawing on the spirit of the iconic sign, ‘Welcome to Fabulous’ reminds the world that Las Vegas meets the moment - offering something extraordinary for everyone, at every price point.”

An Array of OOH
Starting Thursday, OOH activations will also stretch across major U.S. cities, featuring flickering neon signage that cleverly transforms “Welcome to Fabulous” into “Come to Fabulous.” inviting travelers back to the desert with a wink. Appearing in either practical, LED-powered boards or 3D anamorphic illusions, these executions celebrate the bigness and brightness that only Vegas can deliver, touring nationally before returning to Las Vegas as permanent displays.

In New York, an eye-popping 3D anamorphic billboard brings the glitz of the Strip to the street. With spinning dice, floating signage, and dynamic visuals that appear to leap off the screen, the experience is designed to stop pedestrians and commuters in their tracks. Rather than relying on static visuals, these billboards immerse viewers in a world of motion, scale, and light, reflecting an overwhelming sensory experience of being in Las Vegas itself. Equally impressive is the neon-inspired LED, custom-engineered installation that mimics the iconic glow of Vegas signage in a physical, tactile way. Installed on Sunset Blvd in Los Angeles the sign is crafted to look and feel like it was lifted directly off the Strip, offering a bold, nostalgic nod to the golden era of Vegas while calling people to their next escape.
“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,” said Michon Martin, CEO of R&R Partners. “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. Our legendary sign is the world’s greatest invitation to escape and come find your own personal fabulous.”

Bringing “Fabulous” to IRL
In addition to all of the creative powering the campaign, R&R Partners will also unveil a series of experiential activations throughout the month. The inspiration for the campaign, the world-famous “Welcome to Fabulous Las Vegas” sign, will swap out its signature yellow border lights to purple lights on Thursday, Sept. 4. Also on that day, resort marquees and digital billboards throughout Las Vegas and on the Las Vegas Strip will collectively feature the “Welcome to Fabulous Las Vegas” message. This coordinated display will be visible at all resort properties along the Strip and various off-Strip locations across the destination.

The Fabulous Pickup
At Harry Reid International Airport, the Terminal 1 rideshare pickup zone will be completely reimagined. Launching Friday, Sept. 12, the "Fabulous Pickups” will feature colorful lighting, plush seating, music, and a neon selfie wall that helps visitors start their vacation off right. During special occasions, the zone will host live performances, DJs, and more, making arrival in Las Vegas a fabulous experience.

The Fabulous Tunnel Walk
Debuting at Allegiant Stadium during the Las Vegas Raiders’ first home game on Monday, Sept. 15, the “Fabulous Tunnel Walk” will transform a standard hallway into a show-stopping Las Vegas moment. As players make their way into the stadium, they’ll showcase their game-day style against a high-energy backdrop that fuses the spirit of Las Vegas with the pride of the Raiders.