Vegas’ ‘Welcome to Fabulous’ Shines on Sunset Boulevard with Neon Billboard

Las Vegas Convention and Visitors Authority (LVCVA) and its long-time creative AOR, R&R partners rolled out the largest new marketing platform for the city in decades – and the first new brand platform since introducing 'What Happens Here…' in 2003.

'Welcome to Fabulous' is a rallying cry to all of the fabulous things that make Las Vegas great, and an omni-channel, cross-global, brand platform designed to showcase the many fabulous sides of modern Las Vegas, which was recently taken IRL with two major experiential activations at the Las Vegas Raiders Stadium and Harry Reid International Airport in September.

The fun continues as Vegas and R&R unveil a handmade, labour of love, LED neon OOH billboard on Sunset Boulevard in Los Angeles this week. The custom-engineered installation mimics the iconic glow of Vegas signage in a physical, tactile way, inviting travelers to experience the excitement firsthand.

The sign is crafted to look and feel like it was lifted directly off the strip, offering a bold, nostalgic nod to the golden era of Vegas while calling people to their next escape.

Below is an in-depth look at the behind-the-scenes making of the billboard from start to finish. The sign is completed with intricate handmade elements that the industry doesn’t often take the time for anymore in a world of impersonal AI integration, including:

• Handpainted, stylistic brushstroke details
• Shimmering sequins
• Alternating flickering lightbulb
• Practically built, hand-laid neon LED lighting, all reflective of the extravagant culture and artistic craftsmanship that Vegas is synonymous with.