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Reno Tahoe Unveils "What's Your Passion" Campaign


The Reno-Sparks Convention & Visitors Authority today 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.”   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 Sacramento 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, 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.”   View some of the campaign creative here:  

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