What's Your Passion?
Today Reno Tahoe USA released the details of a new tourism marketing campaign that asks the simple question, “What’s your passion?”
According to Christopher Baum, RSCVA President and CEO, “The campaign is designed to inform potential visitors that whatever their personal passion, Reno Tahoe USA has what they’re looking for. If she loves a day at the spa and he wants to golf eighteen holes – or he loves to kayak and she loves blackjack – they can both fulfill their personal passions in the Reno/Sparks/Tahoe area by day… before getting together for some passion of a different type by night.”
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 Baum.
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.”
Thirty-two billboard ads asking drivers to remember their passions will be strategically located throughout the Bay Area.
A print campaign launches in May in upscale publications such as Southwest Airlines’ Spirit, San Francisco and Sacramento magazines. Special inserts will also run in AAA’s VIA and in Sunset magazine.
Partner properties, Atlantis Casino Resort Spa, Circus Circus Reno, John Ascuaga’s Nugget and Peppermill Resort Spa Casino, are 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.”