Tourist attraction agency in Las Vegas initiates extensive advertising and online promotion push to lure travelers back to the Sin City
The Las Vegas Convention and Visitors Authority (LVCVA) is launching an advertising and social-media campaign aimed at countering the narrative that Las Vegas is overpriced and no fun. The campaign, titled "Welcome to Fabulous", will be rolled out across various cities coast to coast, starting with a 60-second spot during the Dallas versus Philadelphia NFL game.
Steve Hill, the CEO and President of the LVCVA, and Kate Wik, the chief marketing officer, are spearheading the campaign. The title track for the LVCVAβs campaign features the vocals of GRAMMY Award-winning singer Eryn Allen Kane, produced by GRAMMY Award-nominated producer and songwriter Dave Sitek.
The ad features an office worker wishing for a break from the monotony and entices her to enter a world of fabulousness. The "Welcome to Fabulous Las Vegas" sign lit up in Vegas purple for 24 hours as the first iteration of the campaign. From 6:30 p.m. to 7:30 p.m., resorts and landmarks across Las Vegas turned purple and displayed the "Welcome to Fabulous Las Vegas" message. A coordinated display of the message was visible at resort properties along the Strip, Viva Vision at Fremont Street Experience, and various off-Strip locations.
Times Square will debut a 3D anamorphic billboard showcasing Las Vegas imagery starting on Monday, Sept. 15. A larger-than-life billboard will blink from "Welcome to Fabulous Las Vegas" to "Come to Fabulous Las Vegas" on Sunset Boulevard in Los Angeles, also starting on Monday, Sept. 15.
The "Fabulous Pickups" will reimagine the rideshare pickup zone at Harry Reid International Airport, featuring colorful lighting, seating, music, and a neon selfie wall. Michon Martin, the CEO of R&R Partners, the LVCVAβs agency of record, stated that the campaign reaffirms the cityβs commitment to providing a fabulous experience.
Visitations to Las Vegas have decreased by 8% for the year, with a more significant drop of 12% in July. The campaign is launched at a pivotal moment to reaffirm the city's unmatched hospitality and fabulous experiences. The song "Welcome to Fabulous" is now available for fans to use in their Instagram and TikTok posts.
The campaign is a recommitment to the "extraordinary spirit of Las Vegas." As the city continues to evolve and adapt, this campaign serves as a reminder of the unique, fabulous experiences that Las Vegas offers to visitors from around the world.
