It was a monumental task: Replace the legendary “What Happens in Vegas, Stays in Vegas” campaign.
Out-writing that line would be impossible. So we didn’t. We took inspiration from Las Vegas history, lifted a line from one of Las Vegas’ most iconic landmarks and turned up the voltage.
Welcome to Fabulous isn’t just a greeting from the world’s most spectacular city; it’s an invitation to a place that puts a smile on your face and your jaw on the floor. The campaign launched with a :60 TV spot that shows Vegas for what it is — a glamorous, exciting break from the everyday, where another unique adventure is waiting around every corner, and is set to an absolute banger of a tune. Horns that evoke nostalgic Vegas ride an undeniable beat for something more than a score to accompany the ad, it is an anthem to lead it.
It’s not just the tagline that has changed. Las Vegas has evolved. What happens here, no longer stays here. It entertains the world, with four major league teams now calling Las Vegas home. We gave the Raiders’ entrance tunnel a Fabulous makeover, further elevating what has become a hotly covered focus of NFL broadcasts.
To breakthrough into culture, we partnered with Complex, and acclaimed artists Daniel Arsham to reimagine the iconic Welcome to Fabulous Las Vegas sign in his signature “future relic” style. The sculpture was unveiled at ComplexCon in Las Vegas, welcoming fans as they entered the event.
The new line originated from a classic 1959 sign. Sixty-six years later, we gave a larger-than-life nod to that history with a massive, 3D, tube-lit display over Sunset Boulevard in Los Angeles. And, the result of a last-minute brainstorm, decided to have the “WEL” of welcome blink on and off, transforming the tagline into a perfect, direct call to the viewers: Come to Fabulous Las Vegas.
