Las Vegas Welcome Sign Inspires Major Destination Campaign

Las Vegas is breathing new life into its famous welcome sign with a multifaceted campaign that launched Sept. 4. The “Welcome to Fabulous Las Vegas” initiative was inspired by the iconic sign that has greeted more than 1.5 billion visitors since 1959.

“‘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), in a press statement. “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.”

This campaign represents a renewed commitment to the extraordinary spirit that defines the city. It includes broadcast TV spots, special events, promotional offers and strategic partnerships that will roll out in the coming weeks.

“For 65 years, the welcome sign has symbolized our city’s commitment to providing a fabulous experience, and this campaign reaffirms that legacy,” said Kate Wik, chief marketing officer of the LVCVA, in a press statement.. “Inspired by the glow of the neon lights, this campaign will shine across the U.S., from broadcast TV to immersive in-market experiences, capturing the unmatched energy and brilliance of Las Vegas.”

Las Vegas: Irresistible

The campaign debuted with a 60-second commercial during the Dallas vs. Philadelphia football game. The advertisement features an office worker escaping everyday monotony after hearing a siren call from Las Vegas. The spot showcases recognizable locations, including Circus Circus Hotel & Casino, Fremont Street Experience, The Orleans Hotel & Casino The Venetian Resort Las Vegas.

GRAMMY Award-winning singer Eryn Allen Kane performs the title track “Welcome to Fabulous,” produced by GRAMMY Award-nominated Dave Sitek. The song is available for use in Instagram and TikTok posts.

The campaign includes several notable activations. On Sep. 4, the welcome sign illuminated in purple for 24 hours, with resorts and landmarks throughout Las Vegas joining the display from 6:30 to 7:30 p.m. Times Square will feature a 3D billboard with Las Vegas imagery that appears to break through the screen. Starting Sept. 15, a billboard on Sunset Boulevard in Los Angeles will alternate between “Welcome to Fabulous Las Vegas” and “Come to Fabulous Las Vegas.”

At Harry Reid International Airport, Terminal 1’s rideshare pickup zone will transform into “Fabulous Pickups” starting Sep. 12. The area will feature colorful lighting, comfortable seating, music and a neon selfie wall. During special occasions, live performances and DJs will enhance the arrival experience.

Allegiant Stadium will debut the “Fabulous Tunnel Walk” during the Las Vegas Raiders’ first home game on Sept. 15. This installation will transform the player entrance into a dynamic showcase that fuses Las Vegas energy with Raiders pride.

For more information, visit lvcva.com.