Earlier this month, the Las Vegas Convention and Visitors Authority (LVCVA) and its long-time agency R&R Partners launched “Welcome to Fabulous”, the city’s largest new brand platform since 2003. To bring the campaign to life, Vegas rolled out major experiential activations at the Las Vegas Raiders Stadium and Harry Reid International Airport. This week, the platform expanded with a bold handmade LED neon OOH billboard on Sunset Boulevard in Los Angeles.
What’s the core idea behind this campaign?
“Welcome to Fabulous” is a rallying cry celebrating everything that makes Las Vegas unique. The concept blends nostalgia and innovation — a tribute to the golden glow of vintage Vegas signage reimagined with modern technology and craftsmanship.
How was the message brought to life?
The OOH activation on Sunset Boulevard is more than an advert — it’s a physical, tactile experience. The billboard was custom-engineered to mimic the neon lights of the Strip, crafted by hand to showcase artistry rarely seen in today’s era of automated campaigns. This approach transforms the ad into a cultural landmark, sparking curiosity on the streets and across social media.
Why does this campaign resonate with audiences?
Because it feels authentic. In an era where AI and digital ads dominate, a handmade installation stands out. The neon glow evokes the heritage of Las Vegas while inviting new generations to experience its excitement firsthand — proving that OOH and billboard advertising can still deliver emotional impact through craft and creativity.
What’s the brand perspective on this placement?
For Las Vegas, visibility is key — and this installation guarantees it. By using handcrafted elements and iconic neon styling, the brand bridges past and present, reinforcing the city’s identity as a place where tradition and innovation coexist in bold, unforgettable ways.
How does this idea scale across channels?
Beyond the Sunset Boulevard billboard, “Welcome to Fabulous” was designed as an omni-channel platform. The message connects across OOH, DOOH, digital, and social channels, amplifying reach from local audiences in Los Angeles to global travelers visiting Las Vegas. Its cultural resonance ensures viral potential far beyond the Strip.
Final thoughts: Can heritage and modern advertising coexist?
With this bold redesign, Las Vegas proves that heritage and innovation don’t just coexist — they elevate each other. By combining neon artistry, handcrafted detail, and immersive placements, the city reaffirms its status as a global hub for creativity, entertainment, and unforgettable outdoor advertising.
FAQs about this campaign
What is ‘Welcome to Fabulous’?
It’s Las Vegas’ new cross-channel brand platform, celebrating the city’s many ‘fabulous’ sides with bold creative and experiential activations.
Why launch a handmade LED neon billboard?
To capture the authentic glow of classic Vegas signage while using efficient, modern engineering—a tactile statement in a digital-first ad world.
Where did the campaign go live IRL?
At Las Vegas Raiders Stadium and Harry Reid International Airport, before expanding to a high-profile OOH installation on Sunset Boulevard in Los Angeles.
How does this OOH stand out?
Craftsmanship. The custom build mimics neon in a physical, tactile way—turning the billboard into an experience that invites organic sharing.
How can brands apply these learnings?
Fuse heritage cues with contemporary craft, use iconic locations for cultural relevance, and design OOH that’s experiential across OOH, DOOH, and social.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
