“Fabulous” Campaign is LVCVA’s Latest Debacle

By Scott Roeben, on September 04 2025
3 min read 16 comments
Las Vegas Las Vegas WTF

As we were the first to share, the Las Vegas Convention and Visitors Authority (LVCVA) has launched a new image campaign. “Welcome to Fabulous Las Vegas.”

The campaign was supposed to address worldwide media coverage about how “dead” Vegas is (it’s not), how Vegas nickel-and-dimes (it does sometimes) and the magic of Las Vegas has been lost (some has).

The LVCVA’s first ad in this campaign is objectively one of the most horrific attempts at destination marketing in recorded history and everyone at the quasi-governmental agency should be fired, along with everyone at its agency of record, R&R Partners.

The LVCVA is out of ideas and they can’t afford to hire us. Vegas is doomed.

Las Vegas is at a crossroads. It’s a serious time, with serious challenges, and it requires serious people to face the problems head on, with creativity and competence and concrete solutions.

The LVCVA’s first “Fabulous” ad is giving none of that. It’s not just bad, it’s repellant.

Here are the lyrics to the forgettable, generic song featured in the video:

Is this what life is meant to be?
Could there be something more for me?
I’m just a little curious,
is there something more fabulous?
I need something to chase,
something to melt this face.
I need Las Vegas.
It’s too much,
and never enough.
Oh! Welcome to fabulous.
It’s spectacular, outrageous, impossible stuff.
You’ll stop and yell,
Welcome to fabulous!
I think this trip is good for my brain.
Stay out tonight.
You’ll sleep on the plane.
A world of absurd,
a place to combust,
this is Las Vegas.
Welcome to fabulous.

We’d say this insipid sludge was written by A.I., but that would be insulting to A.I.

Even worse than the lack of originality exhibited, the campaign seems to be completely tone-deaf to the tsunami of chatter around why visitation has fallen 7% in 2025.

Here’s what the LVCVA claims it’s doing with the new campaign: “More than a campaign, it is a recommitment to the extraordinary spirit of Las Vegas, launched at a pivotal moment to reaffirm that unmatched hospitality and fabulous experiences are not trends, but timeless promises that embody the city’s glamour, vitality and sense of escape.”

These campaigns are wildly expensive (paid for with tax dollars, by the way).

Las Vegas casinos are in need of help from their tourism agency.

This isn’t that.

This is flushing millions of dollars down the drain.

After 53 months of $1 billion-plus gambling revenue, it couldn’t last forever, but still.

Can the LVCVA counter nuanced reasons for the decline in visitation like U.S. policy or economic uncertainty? Not really. Can it address the elephant in the room? Probably. Visitors don’t want the same ads the LVCVA has been running for decades. They want Vegas to be Vegas again. They want value and to be treated like their business matters.

This fake ad we made in 2018 is better than the entire “Fabulous” campaign, whatever it may or may not be.

This new LVCVA creative is flaccid and embarrassing.

The truth is the LVCVA and its partner, R&R Partners, have never had to actually do anything before. They’ve been on autopilot, cashing those sweet paychecks and rolling around naked in their self-aggrandizing bonuses. Las Vegas has always had built-in demand. (It once had a monopoly on gambling.) The demand is waning. That’s a big deal that requires big ideas.

This is the third strike for the LVCVA. F1 has hurt Las Vegas more than it helps. The A’s donkey derby continues to unfold (the project isn’t funded). And now this high-profile faceplant.

Fire everyone. And make it quick. Vegas isn’t dead, but this image campaign makes it look like we’re experiencing a collective stroke.

Update (9/15/25): But wait, there’s more! The LVCVA repainted the rideshare pickup area at the airport and redecorated a hall where athletes walk. No, really.

Update (9/16/25): Here’s a discussion about the LVCVA ad on the City Cast Las Vegas podcast.