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Does Vegas really need an ad campaign?
Business Standard
|September 13, 2025
The Las Vegas Convention and Visitors Authority last week launched a new global campaign promoting Las Vegas, the "sports and entertainment capital of the world", as "fabulous."
A dip in tourism numbers fuelled online speculation that Las Vegas was pricing itself out of the market: Slower tourism trends resulted in a 12 per cent year-over-year decrease in visitors to Las Vegas, with the city welcoming just 3.1 million in July, setting off alarm bells. Hence an urgent need was felt to bolster numbers through stimulation by an advertising campaign.
The just released campaign plays upon the iconic "Welcome to Fabulous Las Vegas" sign that greets visitors as they enter the city. The ad features an office worker wishing for a break from the usual day-to-day doldrums.
She hears a siren song from Las Vegas, enticing her to break free from the monotony and enter a world of fabulousness. Surrounded by the neon lights that provided inspiration for the campaign, she encounters iconic locations that have made Las Vegas famous, including Circus Circus Hotel & Casino, Fremont Street Experience, The Orleans Hotel & Casino, The Venetian Resort Las Vegas and many more. This is Vegas' first truly large campaign in nearly two decades.
The title track of the new campaign, "Welcome to Fabulous," comes to life through the vocals of Grammy Award-winning singer Eryn Allen Kane and has been produced by Grammy Award-nominated producer and songwriter Dave Sitek. No efforts have been spared.
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