One lake. Two markets. One goal.

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    18-May-2015
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    Marketing

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Copy of our January 2014 Reno-Tahoe American Marketing Association luncheon presentation on the Lake Tahoe brand given by Andy Chapman, Chief Marketing Officer for the North Lake Tahoe Resort Association, and Carol Chaplin, Executive Director for the Lake Tahoe Visitors Authority.

Transcript of One lake. Two markets. One goal.

  • 1. Lake TahoePresented by Carol Chaplin, Executive Director - LTVA Andy Chapman, Chief Marketing Officer - NLTRA

2. UK PartnershipsNevada Commission on Tourism (NCOT)Visit Californias Dream Big Commercial ( :60) 3. Australia PartnershipsNevada Commission on Tourism (NCOT) 4. France Partnerships Nevada Commission on Tourism (NCOT) 5. ChicagoLos Angeles San Diego The Regional Marketing Committee's (RMC) goal is to assist the RTIA in maintaining and growing air service and to promote the region as a yearround travel destination. 6. 169 million total impressions 7. Los Angeles 8. Summer Commercial :30 (Golf) 9. Winter Commercial :30 (Gadgets) 10. Strategic Platform Target market: Young at heart, adventurous, passionate about recreation Drive destination awareness and visitation Build Tahoe South Wild Side brand Engage people at points of passionMedia Strategies & Tactics Maintain awareness Boost event support Continue strong digital presence Public relationsCreative Execution TV Radio Outdoor Digital 11. AwarenessEngagement TV & digital video Outdoor Radio & online radio Public relations Rich media Social E-newsletters (e.g. Weekend Sherpa)Site Traffic Display + mobile Email Search 12. Summer Commercial :30 (Truth or Dare) 13. Winter Video 2:30 (Family Fun) 14. Presented by Carol Chaplin, Executive Director - LTVA Andy Chapman, Chief Marketing Officer - NLTRA