Las Vegas has seen its tourism dip for several consecutive months, which has alarmed the region and particularly those who make a living in the hospitality industry. Therefore, Sin City officials have launched a marketing campaign to attract visitors to the area and bolster its sagging tourism industry.
Welcome to Fabulous Las Vegas
The iconic sign on Las Vegas Boulevard that has been welcoming visitors to “Fabulous” Las Vegas since 1959 was what the Las Vegas Convention and Visitors Authority (LVCVA) believed was the perfect slogan to remind people why a visit to the desert is exactly what they need during their vacation.
Thus, “Welcome to Fabulous Las Vegas” was born, and it kicked off with a 60-second commercial in the NFL season opener between the Cowboys and the Eagles.
The “Fabulous” brand message is being repeated on billboards and activations that are geared toward a call to action for the brand, in this case, the city. The campaign will partner with several other brands to bring eyeballs to the region, designed to increase tourism to the area.
“‘Fabulous’ isn’t just a word on a sign—it’s our DNA, our identity, and our brand promise,” Steve Hill, president and CEO of the LVCVA, said in a release issued Thursday.
There are coordinated efforts from properties on the Strip, as well as the largest LED canopy screen in the world, Viva Vision at the Fremont Street Experience, and various off-Strip locations to turn purple and feature the “Welcome to Fabulous Las Vegas” message.
It’s a communal effort because increasing tourism is beneficial to all concerned.
Bringing Back PR Geniuses
It feels like the saying, “What Happens in Vegas, Stays in Vegas,” has been around since time immemorial, but the iconic slogan only got started in 2003 by an advertising agency that was tasked with ramping up tourism for the gambling mecca.
R&R Partners not only met those expectations, but they exceeded them with the catchy, flirty phrase. Therefore, it is little wonder that they have been retained to catch lightning in a bottle once again, and Michon Martin, CEO of R&R Partners, alluded to the iconic phrase in a press release.
“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 Martin in the release.
“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. As we enter our next era, our legendary sign is the world’s greatest invitation to escape and come find your own personal fabulous.”
Tourism dropped over 12% year-over-year in July, and it was the seventh consecutive month that visitors to Vegas declined, prompting the new marketing campaign to woo people back to Sin City.
Stay tuned for the latest updates on this and other major industry developments, including the top-rated sportsbooks.
