Embrace 'Viva Las Venice' with The Venetian Resort Las Vegas' History-Making Transformation

The Venetian Resort Las Vegas launches its bold new brand campaign, 'Viva Las Venice,' along with an evolved brand identity and logo redesign, marking the final stretch of a multi-year, $1.5 billion reimagination that has completely redefined the resort experience. This campaign not only reaffirms The Venetian Resort’s iconic status but also showcases its next chapter, leveraging innovative storytelling and visually striking creative to invite guests into a world where the warmth of Venice meets the thrill of Las Vegas.

A Duality of Worlds: Venice Meets Vegas

The vision behind 'Viva Las Venice' is rooted in the duality that The Venetian Resort itself embodies: the seamless fusion of two beloved destinations into one entirely new and unexpected experience. The campaign pulls from the brand’s deep cultural and architectural ties to Venice – a spirit it has carried since its inception over 25 years ago – while channelling the vibrant energy of Las Vegas.

“This campaign is an open invitation to rediscover The Venetian Resort in a whole new way," said Patrick Nichols, president and 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." 

The campaign was created in partnership with Austin-based creative agency Preacher, directed by Italian filmmaker, Marco Prestini, and captured in stills by photographer, Justin Bettman. The work blends real-world elements with subtle visual effects, ensuring an organic yet surreal aesthetic. The colour palette is inspired by the Italian flag, featuring deep burgundies, emerald greens, and rich creams, reinforcing the connection between Venice and Las Vegas.

"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."

The Venetian Resort worked with Preacher to create an evolved brand identity and logo, elevating the iconic winged lion and introducing new typography, to shepherd in the resort’s new era.

Crafting an Immersive Brand Experience

The creative process behind 'Viva Las Venice' was both intentional and deeply rooted in The Venetian Resort’s brand evolution, building on its 25 years of history and cultural significance. Instead of beginning with an advertising-based concept, the resort focused first on its Team Members, the heart of the guest experience. By investing in training and empowerment, The Venetian Resort ensured that its core values, centred on delivering 'unexpected joy,' were authentically brought to life and ties in with the launch of the campaign.

As part of The Venetian Resort’s commitment to reaching the next generation of travellers and fostering relationships with existing guests, 'Viva Las Venice' will run heavily across Connected TV including Hulu and Prime Video, digital, out of home, and print advertising.

"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 optimising our media strategy to align with the evolving travel landscape.”

A Renaissance of a Vegas Icon

'Viva Las Venice' goes beyond marketing, serving as an open invitation to experience The Venetian Resort like never before. With a complete transformation of the all-suite accommodations at The Venetian, upgrades to gaming, entertainment offerings including Shin Lim and Sphere at The Venetian, and the introduction of innovative chef-led dining concepts like COTE Korean Steakhouse, Gjelina, Bazaar Meat by José Andrés, and the resort’s first food hall, Via Via, this reimagined experience offers a fresh and exciting perspective on The Venetian Resort's world-class offerings.