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What happens in Vegas, no longer stays in Vegas. It gets shared with the world every day, all over social media and beyond. In 2025, the greatest city in the world was in need of a rebrand.

It was a scary task, rewriting one of the most memorable taglines of all time. So we didn’t. We took inspiration 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 a reminder that Las Vegas is a place that puts a smile on your face and your jaw on the floor.

2025
TV, OOH, Social, Digital, Activation, Installation

Agency: R&R Partners

But it wasn’t enough for us to just talk the talk, so we partnered up with properties across the destination to create fabulous deals and experiences. To promote Vegas value we hacked our own ad on social to call out these amazing deals. 





Then, we transformed the line from “Welcome To Fabulous” to “Come to Fabulous” in key OOH placements around the country. Starting with a 3D anamorphic digital board in the heart of Times Square.


We even put up a fabulously fabricated billboard over Sunset Boulevard in LA complete with blinking neon, flashing marquee bulbs and colorful sequins textures. 


Working with ILOVEDUST, we created a whole fabulous toolkit of neon assets. They came to life initially in the form of a Vegas-wide marquee takeover, followed by display ads and pre-roll videos.








And to welcome visitors to fabulous the moment they step off the plane, we took over the Uber/Lyft pickup area in T1 at Las Vegas airport, turning it into a truly fabulous arrival.