Las Vegas · United States · 2025Film · OOH · Experiential
Welcome to Fabulous.
Las Vegas built a tourism platform around the promise already written on its famous welcome sign.
- Brand
- Las Vegas
- Agency
- R&R Partners
- Market
- United States
- Region
- Global
- Year
- 2025
Campaign images
The challenge
The destination needed a campaign that connected its evolving entertainment experiences to a recognisable and enduring identity.
The idea
R&R Partners made 'fabulous' the organising idea across a musical film, outdoor installations and physical experiences. The work extended from a sculptural billboard on Sunset Boulevard to an entrance tunnel at Allegiant Stadium and an artwork by Daniel Arsham.
Case study source: R&R Partners Source ↗
Awards
- Obie Awards 2026Travel & Hospitality OOHGold
Credits
- Brand
- Las Vegas
- Client
- Las Vegas Convention and Visitors Authority
- Sculpture artist
- Daniel Arsham
