After 13 years of declining tourism, the Reno-Sparks Convention and Visitors Authority turned to us for a fresh approach to marketing the region. So we went out and chatted to people in the region. Looked at all the giant stacks of research they had done. We even hit the streets to speak with tourists. What we learned was this: Reno is probably not “America’s Adventure Place,” as they were claiming. It is, however, a surprisingly cool little town beneath the surface. The type of place that appeals to people looking for authentic experiences, and are repelled at the first sign of slick presentation.
Which brings us to why we rebranded Reno Tahoe this way. You don’t run buttoned-up ads and hope a buttoned-down crowd figures out what you really mean, and vice-versa. You have to ask for what you want. So our strategy is decidedly buttoned-down. It asks people looking for the anti-sanitized, -lobotomized and -commercialized to take another look at Reno and Tahoe together.
Fast forward 6 months into the new brand...
The average daily rate (ADR) paid by hotel visitors jumped by 6% for the first time in 13 years. It’s like getting an extra mint on the pillow.