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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.
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Lake Tahoe
Presented by Carol Chaplin, Executive Director - LTVA Andy Chapman, Chief Marketing Officer - NLTRA
UK Partnerships Nevada Commission on Tourism (NCOT)
Visit California’s Dream Big Commercial ( :60)
Australia Partnerships Nevada Commission on Tourism (NCOT)
France Partnerships Nevada Commission on Tourism (NCOT)
Chicago
San Diego
Los Angeles
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 year-round travel destination.
169 million total impressions
Summer Commercial :30 (Golf)
Winter Commercial :30 (Gadgets)
• 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 passion
Strategic Platform
• Maintain awareness
• Boost event support
• Continue strong digital presence
• Public relations
Media Strategies & Tactics
• TV
• Radio
• Outdoor
• Digital
Creative Execution
• TV & digital video
• Outdoor
• Radio & online radio
• Public relations
Awareness
• Rich media
• Social
• E-newsletters (e.g. Weekend Sherpa)
Engagement
• Display + mobile
• Search
Site Traffic
Presented by Carol Chaplin, Executive Director - LTVA Andy Chapman, Chief Marketing Officer - NLTRA
