The bacon-wrapped cheese log of campaigns.
RENO TAHOE USA
Client
Reno Tahoe USA
Services
Identity & Naming
Brand Strategy
Advertising & Conceptual Development
Marketing & Communications Strategy
Strategic Messaging & Positioning
Creative Production
Research, Measurement & Analysis
Media Planning & Buying
The Challenge
After 13 consecutive years of falling tourism, Reno knew something had to give. Their core audience wasn’t gambling like they have in the past. They needed a fresh approach to marketing the city.
Strategic Decision
Target Bay area, Tahoe-bound millennials who could be persuaded to drive “over-the-hill” to experience Reno’s pleasantly wild and authentic counter-culture.
The A-Ha Moment
For just the right amount of weird, Reno’s right up your alley.
The Creative
With the exception of the long “o” sound, Reno is not Tahoe. Reno has grit. Attitude. Weirdness. And old school cool. So our design did too.
The countless billboards on the way up to Reno were perfect opportunities to entertain (and provoke) the Tahoe-bound, “stick-up-the-Donner-Pass” crowd.
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.
The Results
80% of the Bay Area saw our campaign at least eight times
And that falling tourist-rate? It started to climb for the first time in years
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Mortar Advertising Inc. San Francisco. Advertising. Branding. Creative. Strategy. Marketing.