LAS VEGAS (FOX5) — Officials from the Las Vegas Convention and Visitors Authority announced Thursday a new campaign promoting the “sports and entertainment capital of the world” as “fabulous,” as a dip in tourism numbers fueled online speculation that Las Vegas was pricing itself out of the market.
The campaign plays upon the iconic “Welcome to Fabulous Las Vegas” sign that greets visitors as they enter the city.
“The ad features an office worker wishing for a break from the usual day-to-day doldrums,” the LVCVA said in a release announcing the new campaign. “She hears a siren song from Las Vegas, enticing her to break free from the monotony and enter a world of fabulousness.”
The campaign will launch during Thursday’s NFL game, when the Dallas Cowboys take on the Philadelphia Eagles at Lincoln Financial Field in Philadelphia. It comes amid speculation that Las Vegas is pricing out potential visitors.
“Vegas is not too expensive,” said Steve Hill, president of the LVCVA, on Aug. 29 during a news conference. Earlier that day, data from the agency showed that tourism had dipped in July. Hill called the drop temporary. According to the LVCVA, slower tourism trends resulted in a 12% year-over-year decrease in visitors to Las Vegas, with the city welcoming 3.1 million in July.
“What we’re hearing from our partners in the resort corridor is that we’re going to start to see, they feel, some improvement as we work through the fall and into the winter. They feel like December is going to be strong,” Hill said.
On Thursday, Hill reiterated efforts to appeal to every Las Vegas visitor.
“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,” Hill said in a news release.
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