Las Vegas Launches 'Welcome to Fabulous' Brand Platform
In a major move to combat declining tourism, the Las Vegas Convention and Visitors Authority (LVCVA) has introduced its first new brand platform in over 20 years. Titled 'Welcome to Fabulous', this initiative replaces the iconic 'What Happens Here...' slogan and is being rolled out across various channels, including advertising, sports partnerships, and live activations.
Developed by R&R Partners, the campaign aims to remind visitors of the city's diverse offerings and attractions. The rollout includes a striking neon sign that reads 'Welcome to Fabulous Las Vegas', designed to capture attention and evoke the city's vibrant spirit.
This strategic rebranding effort is part of a broader push to enhance Las Vegas's global appeal and drive visitor numbers amid current challenges. By leveraging partnerships and immersive experiences, the LVCVA hopes to position the city as a top destination for travelers worldwide.
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