About that tagline …

On Thursday, the RSCVA Board approved a new logo, look and campaign for marketing the Reno Tahoe region.

The decision was unanimous that the RSCVA should proceed with marketing the region under the brand platform of “refreshingly offbeat” and move ahead quickly with our program to make the region stand out better as a tourist destination.

Some in the community have debated at great length in the past few days the proposed tagline for the new Reno Tahoe campaign. In an attempt to set the record straight here are few things to consider:

  • It appears to us that many people are over thinking this very small aspect of a much larger marketing strategy
  • The tagline is not the marketing campaign
  • The campaign is moving forward and will continue to evolve over the next few months
  • “A Little West of Center” was a proposed marketing campaign tagline.  It was not a slogan meant to speak to why we as locals live in the region; rather it is targeted toward visitors who need to be motivated to come to Reno, Sparks and North Lake Tahoe.  Research showed that Reno in not top of mind on the list of places to visit for most consumers.
    Research also shows that the region has to stand out in its marketing and fight through many ill-informed negative perceptions

Everyone who is now suggesting new taglines both seriously and in jest probably have not been looking at the research findings gleaned from more than 11,000 consumers over the past nine months. That information has guided the decision process to date and has to be utilized to find an effective marketing message.

Since so many have guessed what “A Little West of Center” was all about, here it is: This region offers a real and authentic experience that is a departure from the norm.  The line was designed to remind visitors that a trip to Reno Tahoe offers a lot that’s different and exciting (Camel Races, Air Races, Gambling, World-Class Spas, Elvis’ gun collection, etc.).

The “Little” echoes Reno’s world-famous tagline “The Biggest Little City in the World.” (We couldn’t use that line because we are marketing Reno, Sparks AND Tahoe together. Visitors LOVE the idea of enjoying all the attractions of North Lake as well as the cool stuff here in Reno and Sparks. The fact is our research shows the metropolitan area has a lot to gain from reminding people how close it is to the lake; and that visitors to the lake can be persuaded to extend their stay with a trip to Reno).

Were we trying to get people to think? Yes.

Hope they would ask questions about what it meant? Yes.

Start a conversation? Yes.

So we are going back to the drawing board to develop new ideas to support the campaign.

What’s been lost in the cacophony following the introduction of the logo is that yesterday the RSCVA Board approved a bold new marketing direction for the region that embraces the distinctive attributes and real personality of Reno, Sparks and North Lake Tahoe.  Hundreds of local people over the course of the last year have helped the RSCVA and our creative agency Mortar arrive at this new campaign.

We’re glad to see the community has a passionate interest in our work and we are keen to retain your support for our drive to reinvigorate tourism.  So keep those comments and ideas coming.  The hope is by uniting all of our stakeholders (hotel-casinos, special event organizers, ski-resorts, golf courses, etc.) behind a common idea that is authentic and real, the region can turn around 11 years of declining visitation.  This is a challenge we do not take lightly.

Posted by Michael Thomas, RSCVA Executive Director of Marketing on Friday, September 25th, 2009
Comments (3)