Las Vegas Turns Up the Fabulous with Welcome You’ll Never Forget

Las Vegas Convention and Visitors Authority (LVCVA) and its long-time creative agency of record, 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.

This weekend, that campaign was extended into the real-world, thanks to two major experiential activations at the Las Vegas Raiders Stadium and Harry Reid International Airport.

The LVCVA and the Las Vegas Raiders have collaborated on a striking redesign of the players entrance tunnel at Allegiant Stadium.

The tunnel officially debuted tonight ahead of the Raiders’ home opener on Monday, Sept. 15.

Often a focal point of media attention and fan excitement, the players tunnel has become an unofficial runway for athletes to showcase their personal style.

With the Fabulous Tunnel Walk, Vegas transforms these arrivals into a stage worthy of the Sports and Entertainment Capital of the World.

At nearly 70-feet in length, The Fabulous Tunnel Walk adds new life to the wall that the players have walked by on their way into the locker room since Allegiant Stadium’s opening in 2020.

The revamped tunnel features a neon-inspired ‘Welcome to Fabulous Las Vegas’ sign as its focal point, as well as the Las Vegas Raiders’ logo, the team’s traditional Silver & Black colours and more exciting Vegas-inspired design elements throughout.

The Fabulous Tunnel Walk will remain in place through the 2025–2026 football season and beyond, creating a memorable experience for players, performers, concerts and other major events at Allegiant Stadium.

On September 13, Las Vegas debuted the new Fabulous Pickups at Harry Reid International Airport (LAS) with a completely reimagined rideshare pickup area at Terminal 1.

The unveiling was celebrated in true Las Vegas fashion with showgirls and a DJ welcoming visitors arriving for a weekend of festivities, including Mexican Independence Day concerts and events, and the Canelo vs. Crawford fight at Allegiant Stadium.

The space now features vibrant lighting, additional seating, and a custom neon selfie wall that helps visitors kick off their vacation in a fabulous way. On select dates, the experience will be elevated even further with live music, DJs, and other special activations. The transformed pickup zone is a part of the broader 'Welcome to Fabulous Las Vegas' brand campaign.

This multifaceted initiative spans broadcast, activations, experiences, special offers, and partnerships highlighting Las Vegas that will continue to roll out in the coming months.

In addition, Terminal 1 is also home to Fabulous photo moments where visitors can share their excitement about being in Las Vegas before they even leave the airport. The larger-than-life installation, located by the A/B checkpoint, will debut tomorrow and features Vegas Vicki with a spot for guests to sit next to her and do their best kick to give everyone back home FOMO.