• by Danielle Oster , March 9, 2025

A Las Vegas resort in a prime real estate location gets a refreshed brand identity in a new campaign.

Venetian Resort Las Vegas -- which is owned by Vici Properties and operated by Apollo Global Management -- launched a “Viva Las Venice” campaign introducing a refreshed brand identity following substantial investment in the property, which is in close proximity to the Sphere music
and entertainment arena.

On a recent earnings call, Vici Properties COO John Payne said the The Venetian is “being proactively reimagined across several business verticals, including conventions, food and beverage, hotel rooms, gaming floor optimization, entertainment, and more, to drive the continued growth of the operating business, as well as capitalize on the Sphere, which sits behind The Venetian.”

"With our $1.5 billion reinvestment, we’ve reimagined every detail, creating moments that make you stop, look again, and take it all in,” The Venetian Resort CEO Patrick Nichols said in a statement.

The brand worked with Austin, Texas-based creative agency Preacher on the “Vive Las Venice” campaign, which leans into the property’s blending of Venice and Las Vegas. It includes a 30-second campaign video directed by filmmaker Marco Prestini, applying a surreal approach through the use of visual effects, and deploying a color palette referencing the Italian flag.

"By using practical effects wherever possible and weaving in playful optical illusions, ‘Viva Las Venice’ turns everyday moments into something extraordinary," Kellyn Blount, executive creative director at Preacher, said in a statement.

The campaign also introduces an evolved brand identity and refreshed logo, created in partnership with Preacher. It will run across connected TV (including Hulu and Prime Video), digital, OOH, and print advertising. The brand views the CTV component as particularly important. “"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,” The Venetian Resort CMO Marcy Miles said in a statement. “By leveraging data-driven insights, we are optimizing our media strategy to align with the evolving travel landscape.”