Resorts World Las Vegas Bets on Spectacle With Stay Fabulous
Stay Fabulous is the inaugural national brand campaign for Resorts World Las Vegas, created by Hooray Agency and released in April 2021 across television, online, and streaming platforms in the United States to announce the resort's June 24, 2021 opening, featuring six globally recognised musicians performing inside stylised virtual environments that positioned the property as a singular luxury destination.
Resorts World Las Vegas is a $4.3 billion development comprising 3,500 rooms, according to globenewswire.com. That scale demanded an equally outsized introduction, and Stay Fabulous delivered one. The campaign premiered on April 25, 2021 during the Academy Awards broadcast — one of American television's most watched live events — ensuring immediate national reach at a moment when the United States leisure and hospitality sector was beginning its recovery from pandemic-era closures. The choice of launch window was precise: the resort would open in just under two months, making the Academy Awards debut both a brand-awareness play and a countdown signal.
The campaign's central premise frames the resort as a place that exists beyond ordinary experience. Its tagline and accompanying description — "a resort experience not of this world, arriving June 24" — established a tone of elevated escapism that ran through every creative element. Six musicians anchored the film: Celine Dion, Carrie Underwood, Katy Perry, Luke Bryan, Tiësto, and Zedd, each presiding over a distinct stylised realm described by hooray.agency as their own fabulous domain. The campaign was produced with Psyop and Nant Studios as production partners, with Extended Reality Group also credited in the production ecosystem, according to hooray.agency and globenewswire.com. The hashtags StayFabulousVegas and ResortsWorldLV supported social amplification across the United States, extending the campaign's television moment into an ongoing digital conversation.
Resorts World Las Vegas entered one of the most competitive leisure markets in the United States. Las Vegas had not opened a new resort on the Strip since The Cosmopolitan debuted in 2010, according to cnbc.com, making the 2021 arrival of Resorts World a significant market event — but also a high-stakes one, given that it launched into a tourism landscape still stabilising after COVID-19 disruption.
The strategic logic behind Stay Fabulous rests on differentiation through aspiration rather than amenity comparison. Competitors including MGM Grand and Caesars Entertainment operate properties with decades of established brand equity in the United States hospitality and gaming market. A new entrant cannot compete on heritage, so Resorts World Las Vegas competed on imagination instead. The campaign's lifestyle framing — each celebrity as sovereign of a fantasy domain — translated the resort's scale and ambition into an emotional register that price-point advertising cannot reach.
The United States represented approximately 37.6 percent of global casinos and gaming value in 2021, according to data cited by globenewswire.com and corroborated by verifiedmarketresearch.com, making the domestic market the single largest arena for leisure and hospitality investment. Las Vegas visitor data published by Press Lvcva confirms the city's central role in that market. Within that context, Resorts World Las Vegas targeted consumers who seek self-expression and social currency alongside comfort — a demographic that responds to cultural figures rather than room-count statistics. Deploying six artists whose combined audiences span country, pop, dance, and electronic music gave the campaign an unusually broad lifestyle reach without diluting its luxury positioning in the United States travel and recreation sector.
Stay Fabulous deploys virtual production technology at a scale uncommon in hospitality advertising. Psyop, the production company credited by hooray.agency and reel360.com, used a combination of virtual reality environments, CGI, and LED volume stages to construct the stylised worlds each musician inhabits in the film. This approach allowed the creative team to build environments that would be physically impossible or prohibitively expensive to construct as practical sets, giving the campaign a visual grammar closer to a prestige music video or cinematic fantasy than a conventional hotel commercial.
Marco Spier, Director and Founding Partner at Psyop, led the production, according to reel360.com and shots.net. Justin Booth-Clibborn, Chief Executive Producer at Psyop, articulated the team's intent in a statement reported by prnewswire.com: "We are honoured to be part of the team to bring the compelling story of Resorts World Las Vegas to life." Booth-Clibborn further described the collaboration as one that leveraged Psyop's expertise in design, real-time CG technology, and live action production to push creative possibilities — an approach he characterised, with deliberate echo of the campaign's own language, as "literally fabulous," as quoted by prnewswire.com.
Nant Studios and Extended Reality Group contributed to the production infrastructure, according to hooray.agency and extendedrealitygroup.com, underscoring the multi-partner technical ambition of the shoot. Each of the six musicians — Celine Dion, Carrie Underwood, Katy Perry, Luke Bryan, Tiësto, and Zedd — was filmed as a distinct character ruling over a domain that reflected their individual aesthetic, creating six micro-narratives within a single cohesive film. The multi-million-dollar production, confirmed by prnewswire.com, positioned the campaign at the premium end of launch advertising for the United States travel and leisure category in 2021.
Stay Fabulous generated verifiable audience engagement on its primary digital platform. The campaign's film recorded more than 123,000 views and 757 likes, with 136 comments, as documented in Clapboard's archive. These figures reflect organic engagement on a single platform following the campaign's April 2021 launch and do not account for the substantially larger audience reached through the Academy Awards television broadcast or subsequent streaming distribution across the United States, both confirmed by prnewswire.com.
No independently verified post-campaign performance data — including television ratings impact, brand-awareness lift, or direct booking attribution — is publicly available for Stay Fabulous at the time of writing. What the structural evidence does support is a campaign engineered for maximum awareness efficiency. Premiering during the Academy Awards placed the film in front of one of the largest live television audiences in the United States at that moment, while the celebrity ensemble — spanning genres with mass recognition across distinct leisure demographics — multiplied earned media potential beyond the paid media buy.
The decision to invest in virtual production via Psyop's real-time CG pipeline, as reported by cgw.com and reel360.com, reduced the logistical complexity of shooting six high-profile artists together while expanding creative ambition. For a resort announcing itself to the United States hospitality market for the first time, the campaign's construction reflects sound strategic discipline: an unmistakable visual identity, a culturally resonant launch moment, and a brand promise legible to both luxury travellers and aspirational leisure visitors. Clapboard rates Stay Fabulous 69 out of 100, acknowledging its technical ambition and star-driven reach while noting the absence of a measurable performance record against which to validate its full commercial impact.
Stay Fabulous is the inaugural national brand campaign for Resorts World Las Vegas, created by Hooray Agency and launched in April 2021. It premiered during the Academy Awards and featured six musicians — Celine Dion, Carrie Underwood, Katy Perry, Luke Bryan, Tiësto, and Zedd — to announce the resort's June 24, 2021 opening in the United States.
Hooray Agency created Stay Fabulous for Resorts World Las Vegas. Production was led by Psyop, directed by Marco Spier, with Nant Studios and Extended Reality Group contributing to the virtual production infrastructure, according to hooray.agency and reel360.com. The campaign launched in April 2021 ahead of the resort's United States debut.
Six musicians appeared in Stay Fabulous: Celine Dion, Carrie Underwood, Katy Perry, Luke Bryan, Tiësto, and Zedd. Each performer was presented as presiding over a distinct stylised domain within the film, according to hooray.agency and globenewswire.com, spanning country, pop, and electronic music audiences across the United States.
Stay Fabulous premiered on April 25, 2021 during the Academy Awards broadcast in the United States, according to prnewswire.com. The campaign then distributed across television, online, and streaming platforms. The resort itself opened on June 24, 2021, approximately two months after the campaign's debut national broadcast.
Stay Fabulous used virtual reality environments, CGI, and LED volume stage technology, according to hooray.agency and cgw.com. Psyop led production under director Marco Spier, applying real-time CG and live-action techniques to construct the stylised fantasy domains featured in the film. Extended Reality Group and Nant Studios also contributed to the production.
Stay Fabulous received a Clapboard Score of 69 out of 100. The score acknowledges the campaign's technical ambition, premium production investment, and culturally resonant Academy Awards launch in the United States, while reflecting the absence of publicly verified post-campaign performance data to fully validate its commercial impact.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
