Book a Call

3 Reasons Why the “Welcome to Fabulous Las Vegas” Campaign is a Total Failure (and How to Fix it)

Screenshot 2025 09 07 at 10.11.15 pm

I’ve seen campaigns falter before, but the Las Vegas Convention and Visitors Authority’s (LVCVA) new “Welcome to Fabulous Las Vegas” push takes the cake.

Launched amid an 8% year-to-date tourism drop, this 60-second ad, debuted during the NFL opener, follows an office worker escaping to neon bliss, but it’s missing the mark entirely.

Here are the three fatal flaws sinking this campaign.

The Cost Oversight

First, it sidesteps the core issue driving visitors away: skyrocketing costs. Las Vegas saw a 12% visitor plunge in July, with resort fees, expensive drinks, and overpriced amenities turning people off. LVCVA’s Steve Hill promises “fabulous experiences at every price point,” but the ad offers no hint of affordability or relief from these burdens.

In a market where perceived value is critical—value-driven campaigns can boost bookings by 25% in slumps—leaving this out alienates the target audience, making it the first reason for failure.

Audience Disconnect

Second, the campaign fails to connect with its audience. The ad’s glossy escape narrative, paired with a purple-lit “Welcome” sign and multi-city promotions, feels out of touch when visitors are frustrated with high costs.

Widespread online feedback highlights a clear sentiment that the campaign doesn’t address real concerns, undermining its ability to rebuild trust. This disconnect is reason two: a campaign ignoring its audience’s pain points is doomed from the start.

Missed Opportunity

Third, it misses a chance to tackle the slump’s root causes, wasting an opportunity to restore confidence. Hill hints at resort operators addressing affordability, but the ad’s focus on nostalgia and spectacle offers no tangible solutions. With tourism declines often tied to value perception and the 12% July drop unaddressed—unlike past campaigns that thrived on deals—this approach risks prolonging the downturn. Reason three: failing to align with data and offer fixes seals its fate.

But all is not lost—here’s how the LVCVA can turn this around.

A Better Approach

What if the campaign pivoted to excite people about spending in Las Vegas? An effective ad would shift from dreamy escapism to tangible value, featuring relatable folks (40+ crowd, families) discovering deals that make the trip a steal. The core message: “Come to Fabulous Las Vegas—Where the Deals Are as Big as the Thrills.” Use quick cuts—poolside lounging, shows, dining—with text like “30% off rooms” or “Free resort credits,” tied to promotions.

Highlight Westgate Las Vegas Resort & Casino’s 30% off rooms with a $30 resort credit through September 28, 2025, showing a couple checking in with “Unlock Fabulous Savings at Westgate—Book Now!” Or feature Wynn and Encore’s up to 25% off with $150 resort credit, valid through September 9, 2025, with a family at the spa: “Indulge Without the Splurge at Wynn.” These real, searchable incentives counter the “overpriced” narrative, encouraging spending.

Open with the iconic “Welcome” sign, cut to people saving big (e.g., a 50-something couple at Silverton Casino Lodge), and end with a CTA: “Search ‘Las Vegas Deals’ and Plan Your Fabulous Escape Today!” This addresses costs, reconnects with the audience, and seizes the opportunity to reverse the 12% drop. Las Vegas thrives on deals—lean into that, and tourists will return.

Get the newsletter