• by Fern Siegel , March 11, 2025

What happens in Vegas, stays in Las Vegas. 

And that includes The Venetian Resort Las Vegas, which debuts a new brand identity as part of its "Viva Las Venice" campaign.

The campaign is by Austin-based creative agency Preacher, directed by Italian filmmaker Marco Prestini and captured in stills by photographer Justin Bettman. Inspired by the colors of the Italian flag, the palette connects Venice and Las Vegas.

“Viva Las Venice” runs across connected TV, including Hulu and Prime Video, digital, out of home and print.

The Venetian Resort fuses the respective city imagery into one experience. It celebrates the cultural-artistic ties to Venice, but married to the energy of Sin City.

Patrick Nichols, CEO of The Venetian Resort, said: "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 — yet filled with surprises at every turn." 

The transformation includes suites, upgrades to gaming and entertainment and innovative chef-led dining concepts.

The Venetian Resort also worked with Preacher to create an evolved brand identity, elevating its winged lion and using new typography to introduce a new era.

"The new logo is a modern evolution of the original winged lion — an iconic symbol of Venice ... seamlessly integrated across all brand touchpoints," Kellyn Blount, executive creative director at Preacher, told Agency Daily. "The rebrand invites a double take — it's The Venetian they know and love, but not as they knew it. There's a new energy, a refined elegance and modern edge that signals the resort's evolution and speaks to today's luxury travelers."

Preacher's client work also includes Tecovas, Foot Locker, Fanta and StreetEasy.