Welcome to Fabulous
MOVING FORWARD WHILE PAYING HOMAGE TO WHAT MADE YOU SPECIAL
“What happens in Vegas, stays in Vegas” is one of those lines that’s broken out of advertising and into our lexicon. We knew it couldn’t be outwritten.
So we didn’t. Instead, when tasked with reintroducing Las Vegas to travelers and modernizing it beyond its ‘sin city’ history, we turned to one of Vegas’ most iconic landmarks and dialed up its fabulousness.
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.
Digital OOH
Using neon flickers as the basis for a wordplay gag, we transformed “WELCOME TO FABULOUS” into an invite: “COME TO FABULOUS” in key OOH placements across the country.
Practical Neon OOH
OLVs and Vis ID Toolkit
Knowing that Vegas leverages many specific verticals, we made a fabulous new design toolkit of photorealistic neon icons to use in comms for the key verticals of sports, culinary and weddings.