New Las Vegas Ad Campaign Aims to Woo Back Visitors

 ^{Why is the canal at The Venetian on fire, and why is the gondola guide doing the limbo in the new commercial promoting Las Vegas? (Photo: courtesy of  Las Vegas Convention and Visitors Authority)}

The Las Vegas Convention and Visitors Authority (LVCVA) has rolled out a new marketing campaign to address this year’s sharp drop in visitation. Through July, the city saw 2 million fewer visitors than this time last year, so Vegas casino operators and the city’s tourism board are taking steps to reverse that trend.

The initiative will feature special offers from casino operators like Caesars Entertainment, a national TV ad campaign, and a lineup of new experiences, activations and partnerships. 

Vegas Doubles Down on Hospitality Pitch

The marketing blitz started Sept. 4, when an ad aired during the NFL opening game between the Dallas Cowboys and Philadelphia Eagles.

According to the LVCVA, the campaign’s goal is to remind visitors that the city’s “fabulous experiences” and classic hospitality are not trends - it is in Las Vegas’ DNA to embody the city’s “glamour, vitality and sense of escape.”

“Las Vegas was built on hospitality, and this campaign is our renewed promise that as our city grows, our foundation remains unchanged: we are committed to providing fabulous experiences for every visitor, at every price point,” commented Steve Hill, president and CEO of the LVCVA.

Whether or not the new ads deliver on that promise is debatable. Early response to the commercial has been largely negative, with critics on social media saying the message ignores how expensive Las Vegas has become. Some might say the TV commercial looks like something created by artificial intelligence and isn’t the best representation of the values that the organization is touting.

Beyond Just a TV Commercial

The spot during Thursday’s game is just one piece of a larger marketing effort to boost tourism to Vegas. The iconic “Welcome to Fabulous Las Vegas” sign near Mandalay Bay was lit in “Vegas purple” for 24 hours. The same “Welcome to Fabulous Las Vegas” message will be carried across casino marquees and digital billboards from the Strip to Fremont Street Experience.

The tourism board is stepping out with a technologically advanced ad. Times Square in New York City will now feature a 3D anamorphic billboard with iconic Vegas imagery bursting through the video screen as seen in the mock-up above. 

On LA’s Sunset Strip, a massive traditional billboard will alternate between “Welcome to Fabulous Las Vegas” and “Come to Fabulous Las Vegas” beginning Monday, Sept. 15.

Finally, Harry Reid International Airport will update the Terminal 1 rideshare pickup zone. The new “Fabulous Pickups” area will feature colorful lighting, seating, music and a neon selfie wall - an upgrade that is long overdue.

All of these efforts are building upon international ad campaigns to bring tourists to Vegas from around the world.

How Did We Get Here?

Las Vegas’s decline in travel value is not a new story.  Value started slowly disappearing around 25 years ago when Caesars and MGM Resorts consolidated much of the Strip under corporate ownership. As public companies, they were expected to post bigger profits every quarter for their shareholders, which meant adding fees, lowered gambling odds, and raising prices to squeeze out more revenue.

Those changes accelerated during the COVID-19 pandemic, when casinos worldwide cut staff, streamlined service, and raised prices across the board in order to cut losses due to lockdowns and economic concerns. Visitors largely kept coming until 2025, when rising costs, politics, and other economic concerns finally caught up with the Strip.

Businesses have added fees and lowered gambling odds to make up on revenue, so LVCVA are now shifting their strategy to remind people what made Las Vegas great in the first place.

To many, Las Vegas exists on a spectrum: visitors can find over-the-top luxury on the Strip or affordable experiences scattered throughout the city. Casinos and the LVCVA will need to convince skeptical visitors that both sides of Vegas are alive and well.

Casino Operators Already Testing Promotions

Many casinos in Las Vegas have been rolling out discounts and promotions to combat the drop in visitation all summer, and more are starting to join in. Current deals range from modest savings to deeper discounts, like the Sahara’s All-In Rate Experience that offers $69 nightly rates with a $25 dining credit.

Most of the focus is on the tourist-heavy parts of Las Vegas, but local casinos are making offers as well. Station Casinos recently launched $2 and $3 drink specials across the Valley, and Mijo inside Durango Casino is now offering an endless tacos and margaritas deal on Tuesday evenings.

Despite the promotions popping up, more than half of the visitors last year paid full price for hotel rooms, according to the LVCVA. Fewer than 20% booked at a discounted “casino rate” or stayed on a comp. This suggests that casinos could do more to promote discounts and comp offers through rewards programs and streamlined processes. Improving front desk staffing or promoting mobile and kiosk check-ins could boost guest satisfaction to help people avoid long lines and wait times to check in for their stay.

While Caesars and MGM Resorts only saw a 4% revenue decline in the second quarter, the revenue per available room was down almost 14%. That drop indicates the challenge that lies with balancing operational costs with guest expectations. 

LVCVA Says Response is Overwhelmingly Positive

Despite early negative reaction to the ad on social media, LVCVA officials emphasized the response has been overwhelmingly positive. 

“Of 300 articles, 24 were slanted positive, 291 were neutral, meaning they just outlined the details of the campaign, typically how news reporting goes. And then, there were five negative," Chief Marketing Officer Kate Wik said during a board meeting on Sept. 10. 

Wik added that the ad also tested well with visitors, noting that the response was 87% “favorable” and that it “makes them want to travel to Las Vegas.” The response might have been favorable and created a positive impression on viewers, but that does not mean it addressed any of the underlying sentiment that value has deteriorated or the lack of hospitality.

This is just the beginning - whether the campaign succeeds will depend on how much operators back up their marketing with genuine value.

Yes, you can play at social casino sites in Vegas. 
Find the Best Social Casinos  →