The campaign is meant to appeal to adventure seekers,
festival fanatics, nature lovers, entertainment connoisseurs, professional
shoppers, gaming fans, sports nuts, romantics and urban explorers of all ages,
backgrounds and lifestyles.
“In Reno Tahoe USA, ALL well-behaved visitors are
encouraged to pursue their passions in winter, spring, summer and fall,” said
The campaign is based upon the region’s new brand
positioning statement, which represents the essence of the destination today
and into the future, according to Baum.
“Reno Tahoe USA is a friendly, four season resort
destination – in a spectacular natural setting – that offers world class
attractions, activities and events to excite the passions of almost anyone.”
Residents of Northern California will be encouraged to
contemplate their passions – and where to best experience them – through a
variety of marketing platforms created by Baum, the RSCVA Marketing Department
and local agency Stancan Design, which was selected as the RSCVA’s creative
partner just last month.
“Stan Byers and his team have done a great job taking the
RSCVA’s concepts and giving them a hip, high impact look and sound,” said Baum.
“We can’t wait to start working with Stan on our aggressive new meetings and
conventions marketing campaign next week.”
Thirty-two billboard ads asking drivers to remember their
passions will be strategically located throughout San
Francisco, Palo Alto, San Jose, East Bay, Berkley and Sacramento. Extensive
radio spots, on all of the top stations in those markets, will continue to
challenge listeners to live out their passions in Reno Tahoe USA.
A print campaign launches in May in upscale publications such
as Southwest Airlines’ Spirit, San Francisco and
magazines. Special inserts will also run in AAA’s VIA and in Sunset magazine.
Atlantis Casino Resort Spa, Circus Circus Reno, Eldorado Hotel Casino, John
Ascuaga’s Nugget, Peppermill Resort Spa Casino and Silver Legacy Resort Casino have all entered into a
cooperative marketing partnership with the RSCVA, vastly improving the reach
and frequency of the $1.85 million campaign.
“Thanks to our participating hotel partners, thousands of
new prospects will be asking themselves, ‘What’s MY passion?’,” according to
Baum. “I’m very grateful for their critical support of this exciting new
marketing direction for our region.”
Partner properties are also lending support through the
creation of “Passion Packages” that provide an easy way for visitors to
purchase multiple activities along with their guestroom. All radio, billboard
and magazine advertisements direct prospects to go to VisitRenoTahoe.com, where
information about our region and specifics about the four partner resorts and
their special packages are prominently featured.
“Residents of the Reno/Sparks/Tahoe area are passionate
about our region, and I am confident that there are thousands of new visitors
from nearby California – and elsewhere – who will respond to the same natural
beauty, friendly environment and variety of things to do that those of us
fortunate to live here year-round get to enjoy every day,” according to Baum.
“Everybody has something that makes their face smile and their heart beat a
little faster, and I can’t think of another resort destination in America that can offer as many signature events,
unique activities and cool venues as Reno Tahoe USA.”