Tourism strategy to rebrand Reno-Tahoe
By Yun Long, Reno Gazette-Journal
A new tourism campaign is moving away from the gaming-centric marketing to redefine the Reno-Tahoe region as a four-season resort destination.
Christopher Baums, Reno-Sparks Convention & Vistors Authority president and CEO, unveiled the “What’s Your Passion?” campaign aimed at visitors who want to explore their passions in Reno-Tahoe.
“It asks people to become involved,” Baum said. “When you ask people “What’s Your Passion?” with a question mark on the end, you are expecting an response. … Most people will think ‘Gee, what is my passion,’ and very often, it’s something you haven’t done in awhile and isn’t it time to do it in Reno Tahoe USA?”
The campaign is repositioning Reno Tahoe as a “friendly, four-season resort destination — in a spectacular natural setting — that offers world class attraction, activities and events to excite the passions of almost anyone,” according the RSCVA.
The $1.6 million campaign, targeted at Reno Tahoe’s core market of Northern California, will include 32 billboards from Sacramento to the Bay Area, two radio ads and print advertising in Southwest Airlines’ Spirit, AAA’s Via, Sunset, Sacramento and San Francisco magazines.
Almost as generic and non-descriptive as “Cross over to the wild side”. Hard to believe these people get paid to do what they do.
South Lake Tahoe should have trademarked “America’s All-Year Playground” decades ago.
I agree with Steve, totally generic. Just like the renaming of south tahoe to “Tahoe South”. Changing the name, or trying to market us differently isn’t the answer, and frankly it’s a waste of money. Are these the best ideas we can come up with? Gimme a break.
Gee, I had almost forgotten about America’s all year playground and that does say it all!
Ditto to the three above. It takes a lot more than a new slogan to reinvent our very special area.
How many quasi government agencies are in the area that run the regions advertising and ruining the free market?
They take millions of dollars from the private sector and create a crony capitalism environment run by incompetent “non- Profit” mentalities.
And yet people wonder why the region is failing so miserably…
Your government is killing you and stealing the future from you and your children.
It was true when Ronald Reagan said it and it is still true, government is not the solution, it is the problem.
Reminds me of the real estate developers and marketers who thought they could fix the real estate market.
Remember when they hired people to twirl arrows at the intersections in the valley?