Reviews are mixed on the $35 million Las Vegas advertising campaign that was launched with a TV commercial during the Thursday night NFL season opener between the Dallas Cowboys and Philadelphia Eagles.
The 60-second spot created by R&R Partners advertising agency was met with a barrage of critical comments on social media, most of them contending the message misses the point about why Las Vegas’s tourism numbers are lagging through the summer.
It’s still a “fabulous” city, as advertised by the iconic 65-year-old “Welcome to Fabulous Las Vegas” sign featured in the ad. But someone needs to address rip-off pricing that tourists are experiencing on the world-famous Strip, the critics crow.
Most of the negativity came from “loud voices in our own backyard,” which is “unfortunate,” notes Kate Wik, chief marketing officer for the Las Vegas Convention and Visitors Authority (LVCVA), at the Sept. 9 LVCVA regular board meeting.
“We need to change the narrative and keep Las Vegas in a positive light,” Wik says during her marketing presentation. “I read every single comment. It’s important to listen to the context. The themes all blend around value.”
The ad tested with an 87 percent favorability rating through the tourism agency’s Vegas Visitor Monitor. It rolled across video screens at Times Square in New York City and downtown Los Angeles. Social media influencers posted videos on deals that can be found in Las Vegas such as all-inclusive room packages at the Plaza Hotel, best brunch deals, everything you get at the Sahara for $69, a three-course meal for $90 at an “iconic” fine dining restaurant, and $15 prime rib on Fremont Street.
“For those who say there’s no value in Las Vegas, I’d say they’re not looking very hard,” Wik argues.
The advertising campaign “leans hard” into the welcome sign. “This is a city that puts smiles on faces and jaws on the floor with every single experience,” the marketing executive adds. “We’re leaning into the energy, the excitement, the vibrancy and escape of Las Vegas, which we need more than ever in today’s society.”
LVCVA President and CEO Steve Hill says he’s confident the branding campaign will “resonate” for years. Looking at the next few months, he sees a busy tradeshow and convention calendar, including IMEX America, Global Gaming Exposition, and SEMA, along with major events at Allegiant Stadium, starting with the Sept. 13 WBC championship fight between Canelo Alvarez and Terence Crawford.
Hill plans to join the LVCVA’s air development staff at Routes World in Hong Kong, where they will listen to what executives from 40 to 50 airlines have to say about visitation to the United States and Las Vegas.
LVCVA EXHIBITION BOOTH
The LVCVA board of directors approved a $290,000 contract with Conex Exhibition Services to design and build an exhibition booth for World Travel Market London, taking place Nov. 4-6.
WTM London is a leading event for the global travel industry, says Fletch Brunelle, LVCVA vice president of marketing, bringing together 5,000 suppliers of travel and tourism products. Nine Las Vegas “shareholders” are confirmed for London. They will present the latest destination offerings and discuss market conditions for current and future sales.
CONVENTION SALES
Vanessa Claspill, LVCVA chief sales officer, reports 32 programs contracted in July and August, including five new to Las Vegas Convention Center and four new to the destination.
SHRM (Society for Human Resource Management), with 25,000 in attendance, secured a five-year rotation in Las Vegas for 2029 and 2033. HFA (Health and Fitness Association) is moving from Mandalay Bay to Las Vegas Convention Center in 2030 and 2031. Primerica Road Show is coming to Las Vegas in May 2026.
The convention authority’s sales team sent 529 leads in July and August, confirmed 187 bookings, about half of them new to the destination, and confirmed 219,000 room nights, according to Claspill.
SPORTS SPONSORSHIPS
The LVCVA board approved a $1 million sponsorship agreement with the National Basketball Association for the Emirates NBA Cup to be held Dec. 14-16 at T-Mobile Arena, and a $2.65 million sponsorship agreement with ESPN to host the Las Vegas Kick-Off Classic college football games at Allegiant Stadium in 2027-2030.
The 2024 NBA Cup drew more than 17,300 out-of-town visitors to Las Vegas and generated 19,000 incremental room nights. Nearly 3 million viewers watched the championship game on ABC.
The college football games are expected to draw more than 290,000 out-of-town visitors who will occupy 215,000 incremental room nights. The games will air live on ESPN.
