We set out to completely change what people said about Reno. That called for everything: new messaging, new tagline, outdoor, radio, a coordinated push on major social channels, and good old fashioned PR.
Intentionally brash and raspy, Reno's new voice spoke volumes (of beer pints). Our message was clear: “Hey Bay Area, leave Tahoe in your taillights. Un-celebrate the serene. Because “Far from expected” is closer than you think.