Saturday, March 8, 2025
The Venetian Resort unveils “Viva Las Venice” a $1.5B transformation blending Venetian elegance with Vegas energy redefining luxury and immersive experiences.
The Venetian Resort Las Vegas has launched its groundbreaking new brand campaign, “Viva Las Venice,” marking the culmination of a multi-year, $1.5 billion transformation. This bold initiative not only introduces an evolved brand identity and redesigned logo but also sets the stage for an entirely new era of immersive luxury. Merging the timeless allure of Venice with the exhilarating pulse of Las Vegas, the campaign reaffirms The Venetian Resort’s status as an iconic destination while inviting guests to experience its next chapter like never before.
Where Two Worlds Collide: The Fusion of Venice and Vegas
At the heart of “Viva Las Venice” lies a dynamic duality—the perfect blend of Venetian elegance and Vegas excitement. For over 25 years, The Venetian Resort has been a tribute to the Italian city’s romance and grandeur. This campaign elevates that legacy, offering a fresh, modern perspective that captures the essence of both worlds.
Developed in collaboration with Austin-based creative agency Preacher, the campaign was brought to life through the artistic lens of Italian filmmaker Marco Prestini and photographer Justin Bettman. With a rich, cinematic aesthetic that incorporates real-world elements and subtle visual effects, the campaign immerses viewers in a surreal yet authentic experience. The visuals are deeply inspired by the Italian flag’s color palette—deep burgundies, emerald greens, and rich creams—symbolizing the resort’s deep-rooted connection to Venice while embracing its Las Vegas home.
A Bold New Brand Identity
As part of its evolution, The Venetian Resort has introduced a refined brand identity and logo, reinforcing its position as a leader in luxury hospitality. The iconic winged lion has been elevated with a contemporary design, while an updated typography system brings a fresh yet sophisticated aesthetic to the brand. These elements work together to usher in a new era for the resort, aligning with its ambitious vision for the future.
Elevating the Guest Experience Through Immersive Storytelling
Unlike traditional advertising campaigns, “Viva Las Venice” is deeply rooted in the guest experience. The Venetian Resort began its transformation from within, focusing on team member training and empowerment to ensure its core values of “unexpected joy” were seamlessly integrated into every aspect of the guest journey. This commitment to authenticity ensures that the magic of The Venetian is not just seen—it’s felt.
Expanding Across Digital and Connected TV
To engage the modern traveler, “Viva Las Venice” is rolling out across multiple platforms, including Connected TV (Hulu, Prime Video), digital media, out-of-home advertising, and print. This strategic approach ensures that both loyal guests and new audiences can discover the campaign, experiencing the resort’s reinvention in an interactive and visually compelling way.
A Grand Renaissance for a Vegas Icon
More than just a campaign, “Viva Las Venice” marks the dawn of a new chapter for The Venetian Resort. The transformation extends far beyond branding, encompassing a complete reinvention of the guest experience:
- All-suite accommodations have been redesigned for ultimate luxury.
- Upgraded gaming and entertainment offerings, including world-renowned magician Shin Lim and the Sphere at The Venetian.
- Innovative chef-led dining experiences, featuring celebrated restaurants like COTE Korean Steakhouse, Gjelina, Bazaar Meat by José Andrés, and the resort’s first-ever food hall, Via Via.
Blending the timeless charm of Venetian sophistication with the electrifying spirit of Las Vegas, The Venetian Resort is redefining luxury and entertainment for a new generation of travelers. “Viva Las Venice” is more than just a campaign—it’s a gateway to an unparalleled experience, where indulgence, innovation, and world-class hospitality come together to create something truly unforgettable.
“This campaign is an open invitation to rediscover The Venetian Resort in a whole new way,” said Patrick Nichols, President & CEO of The Venetian Resort. “With our $1.5 billion reinvestment, we’ve reimagined every detail, creating moments that make you stop, look again, and take it all in. ‘Viva Las Venice’ is about that perfect balance—the resort you know and love, yet filled with surprises at every turn. It’s everything you expect and, at the same time, nothing you expect.”
“We wanted to create a campaign that felt both familiar and entirely new—a double take moment that embodies the Renaissance of a Vegas classic,” said Kellyn Blount, Executive Creative Director at Preacher. “By using practical effects wherever possible and weaving in playful optical illusions, ‘Viva Las Venice’ turns everyday moments into something extraordinary.”
“CTV allows us to engage our audience with precision, ensuring our messaging resonates with both returning guests and those discovering The Venetian Resort for the first time,” said Marcy Miles, Chief Marketing Officer of The Venetian Resort. “By leveraging data-driven insights, we are optimizing our media strategy to align with the evolving travel landscape.”
