Since 1959, the “Welcome to Fabulous Las Vegas” sign has greeted more than 1.5 billion visitors. What began as a roadside salutation has become a globally recognized motto—spanning decades, languages, and cultures.
As traveler expectations evolve, Las Vegas is meeting the moment with a multifaceted campaign rolling out across broadcast, live activations, experiences, special offers, and partnerships in the weeks ahead.
More than a campaign, it’s a recommitment to the city’s extraordinary spirit—an affirmation that unmatched hospitality and fabulous experiences aren’t trends, but timeless promises that define Las Vegas’ glamour, vitality, and sense of escape.
“‘Fabulous’ isn’t just a word on a sign—it’s our DNA, our identity, and our brand promise,” said Steve Hill, president and CEO of the Las Vegas Convention and Visitors Authority (LVCVA). “Las Vegas was built on hospitality, and this campaign is our renewed promise that as our city grows, our foundation remains unchanged: we are committed to providing fabulous experiences for every visitor, at every price point.”
“Just as we did over two decades ago with ‘What Happens Here, Stays Here,’ we’ve learned from extensive research and, most importantly, we’ve listened to visitors,” said Michon Martin, CEO of R&R Partners, the LVCVA’s agency of record. “At a time when we all need a break, ‘Welcome to Fabulous’ reminds you how Las Vegas makes you feel—no matter how you choose to experience it. As we enter our next era, our legendary sign is the world’s greatest invitation to escape and find your own personal fabulous.”
“For 65 years, the welcome sign has symbolized our commitment to delivering a fabulous experience, and this campaign reaffirms that legacy,” added Kate Wik, chief marketing officer of the LVCVA. “Inspired by the glow of neon, this work will shine nationwide—from broadcast TV to immersive in-market moments—capturing the unmatched energy of Las Vegas.”
Launch Spot: A Neon Invitation
The “Welcome to Fabulous Las Vegas” campaign, created by Las Vegas-based R&R Partners, premiered last night with a 60-second spot during the Dallas Cowboys vs. Philadelphia Eagles football game. The ad follows an office worker longing for a break from the daily grind who hears a siren song from Las Vegas—and steps into a world of fabulousness. Bathed in neon, she traverses iconic locations including Circus Circus Hotel & Casino, Fremont Street Experience, The Orleans Hotel & Casino, The Venetian Resort Las Vegas, and more.
The title track, Welcome to Fabulous, comes to life through the vocals of GRAMMY winner Eryn Allen Kane. Produced by GRAMMY-nominated Dave Sitek, the song is now available for fans to feature in their Instagram and TikTok posts. Watch below:
“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.”
“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.”
Come to Fabulous Las Vegas
The Welcome sign will glow Vegas purple for 24 hours. From 6:30–7:30 p.m., resorts and landmarks across the destination turned purple, while marquees and digital billboards synchronized to the “Welcome to Fabulous Las Vegas” message. The coordinated display will be visible along the Strip, on Viva Vision at Fremont Street Experience, and at select off-Strip locations.
Times Square will debut a 3D anamorphic billboard, with famed Las Vegas imagery appearing to burst through the screen. On Sunset Boulevard in Los Angeles, a larger-than-life board will blink from “Welcome to Fabulous Las Vegas” to “Come to Fabulous Las Vegas” beginning Monday, Sept. 15.
The Fabulous Pickups
At Harry Reid International Airport, the Terminal 1 rideshare pickup zone is getting a full-scale glow-up. Launching Friday, Sept. 12, The Fabulous Pickups will feature colorful lighting, seating, music, and a neon selfie wall to kick off vacations the moment guests arrive. On special occasions, the zone will host live performances, DJs, and more. Terminal 1 will also add new photo moments so visitors can share their excitement from the first step.
Fabulous Tunnel Walk
Debuting at Allegiant Stadium during the Las Vegas Raiders’ first home game on Monday, Sept. 15, the Fabulous Tunnel Walk transforms a standard hallway into a showstopping Las Vegas moment. As players head to the field, they’ll showcase game-day style against a high-energy backdrop fusing the spirit of Las Vegas with the pride of the Raiders.
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