With visitation to Las Vegas down about 8% from last year, the city's marketing agency is ramping up a campaign featuring the iconic "Welcome to Fabulous Las Vegas" sign.
A 60-second spot during the National Football League's season-opening game on Sept. 4 is kicking off the campaign, which will include new experiences, offers and partnerships in the coming weeks.
The ad features an office worker longing for a break from the routine. She hears a siren song from Las Vegas, which entices her to escape the monotony and visit. Grammy Award winner Eryn Allen Kane sings the title track, "Welcome to Fabulous."
"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. "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."
Resort marquees, digital billboards and landmarks throughout the city will collectively feature the "Welcome to Fabulous Las Vegas" message for one hour on Sept. 4.
Times Square will debut a 3-D anamorphic billboard with Vegas imagery. A billboard on Sunset Boulevard in Los Angeles will have the "Fabulous" message starting on Sept. 15.
The Harry Reid Airport Terminal 1 rideshare pickup zone will launch "Fabulous Pickups" on Sept. 12 with colorful lighting, plush seating, music and a neon selfie wall. The zone will occasionally host live performances and DJs for those waiting for their rides.