Earlier this month Lake Tahoe was ranked by the New York Times as a top global destination in the article “52 Places to Go in 2014.” Have you ever wondered about the details behind Lake Tahoe’s marketing efforts?
According to Andy Chapman, Chief Marketing Officer for the North Lake Tahoe Resort Association, and Carol Chaplin, Executive Director for the Lake Tahoe Visitors Authority, there are many agencies and organizations that come together support the collective marketing efforts of the Lake Tahoe region, including the Nevada Commission on Tourism, Visit California, and others. But in the specific case of the brands Chapman and Chaplin manage (Tahoe North and Tahoe South), key target markets include the U.K., Australia, and France. Regionally, Northern California and Southern California are also a focus.
Below is a copy of the presentation from last week’s Reno-Tahoe American Marketing Association luncheon, which highlights the general research behind some of their recent marketing campaigns, the strategies and tactics they are using, and what they are doing to remain top of mind:
For further detail on Tahoe North’s 2013 integrated marketing campaign, visit the San-Francisco based School of Thought agency website to view the case study. The “Escape to Tahoe” campaign focuses on the San Francisco and Los Angeles markets and includes a combination of traditional and digital approaches. You can also view a recap from a July 2013 Media Post article entitled “Lake Tahoe Targets San Franciscans.”
And for the full case study on the Tahoe South rebrand, visit the also San-Francisco based Duncan/Channan agency website by clicking here to view the case study. Tahoe South’s rebrand included a new name, logo, web site, social media strategy and ad campaign that featured tv spots, bus wraps, digital and traditional billboards.
Now for the fun part: below are a few TV spots featuring some of the work from these campaigns and others:
Visit California’s UK launch of a TV campaign for Tahoe:
A TV spot from Tahoe North’s summer campaign:
A TV spot from Tahoe North’s winter campaign:
An Introduction to the Tahoe South brand:
Now it’s your turn! What do you think of these latest marketing campaigns? Have you seen any of them before? What do you like or don’t you like about them?