SUBMITTED NEWS RELEASE
The Reno-Sparks Convention and Visitors Authority announced today that the organization’s Board of Directors has approved a new marketing campaign tagline, “Reno Tahoe USA … Far from expected.”
“Our new tagline, Reno Tahoe USA … Far from expected, will differentiate our region from other competitive travel destinations,” said Ellen Oppenheim, RSCVA President and CEO. “This tagline is not intended to stand alone. It is just one aspect of a comprehensive new marketing campaign. The strategy is to help convey a new message about our region to a new target audience and motivate them to visit Reno Tahoe USA.”
Reno Mayor Bob Cashell supports the effort of the RSCVA to turn around several years of declining visitation and feels the new tagline overcame his previous concerns.
“After meeting with RSCVA staff over the course of the last month, I feel the new campaign tagline, ‘Reno Tahoe USA … Far from Expected,’ will work well for Reno, Sparks and North Lake Tahoe,” Cashell said. “It will help new visitors discover the Biggest Little City.”
Oppenheim added, “Reno Tahoe USA … Far from expected is meant to highlight and reinforce many unique, authentic and undiscovered amenities and attractions across the region. It is also intended to provide a fresh perspective on the type of experience a new visitor will encounter while in the destination.”
Over the past year, the RSCVA has worked to reposition the destination in such a way that potential visitors better understand what unique attractions and amenities Reno Tahoe USA has to offer. By introducing the area to a fresh group of consumers the RSCVA will strive to increase the number of visitors to Reno Tahoe USA, increase the number of rooms/nights booked and increase the average daily rate for hotel rooms in the destination.
The new marketing campaign is based on comprehensive qualitative and quantitative research. All aspects of the campaign, except the tagline, were previously approved by the RSCVA Board in September.
Campaign elements have been tested extensively among potential visitors and consumers. Test results demonstrated that a bold and different approach was needed in order to motivate potential visitors to come to the region.
Additionally, extensive input from regional stakeholders, RSCVA Board members and potential visitors has also been taken into consideration over the duration of the project.
The RSCVA is currently working to develop a cooperative marketing plan with key stakeholders. A local outreach effort will begin in order to help the local community get involved with the new marketing strategy and in February 2010 a regional and national public relations campaign will begin – introducing the new Reno Tahoe USA campaign to potential visitors in key fly and drive markets.
About the RSCVA:
The RSCVA is the primary tourism agency supporting convention and tourism business for the Reno Tahoe region. Reno Tahoe supports unlimited possibilities from outdoor recreation to 24-hour Nevada style gaming and entertainment. For more information about Reno Tahoe call 800-FOR-RENO (800-367-7366) or visit www.VisitRenoTahoe.com.
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