Yes, we are working on a revised tagline for a new marketing campaign.  The RSCVA Board adopted the new strategic marketing direction on Sept. 24, 2009 and asked staff to rework the proposed campaign tagline. Unfortunately, it is hard to communicate that the tagline is just one component of the overall vision, and as a consequence much debate has arisen regarding the tagline.

The goal of this effort is to turn around 11 years of declining visitation to Washoe County.  Please let that one sink in.  Every year for 11 years fewer people have been coming to the destination than during the previous year.  It’s a losing streak we must stop and turn the other direction.  This decline in visitation means a huge economic loss of revenue for hotels, restaurants, bars, retail shops, and local governments.   This economic tourism engine is needed now more than ever to continue the momentum of significant improvements in the region.

Since the Board meeting in September we have continued to present the findings of the research behind the campaign to a number of community groups and stakeholders.  We are seeking their feedback and listening to their thoughts.  The general feedback has been very positive when the entire campaign is put in context and the full strategy explained.  The subtleties of an issue this complex are difficult to convey through the media.  Those outlets rarely can provide such an in-depth review  of the strategy and background that accompanies a new marketing plan.

Since the extensive media coverage about the tagline several people have popped in unannounced to my office to tell me their ideas for a slogan.  People have offered dozens of ideas and suggestions.  It is clear that many people love this region and they are passionate about telling us why.  The challenge is this campaign is not about getting more people to live in Reno, Sparks and Lake Tahoe.  That’s an important cause, but different than the RSCVA mission to attract tourists.  Trust us there is stiff competition for Reno Tahoe from destinations both in our own back yard and around the world to attract these visitors.

The RSCVA did not start out this process to develop a new marketing direction because of a desire to “change”.  Instead we carried out extensive research in both our drive and fly-markets.  In all we have listened to more than 11,000 people.  This required phone research, internet based panels, consumer intercepts, and dozens of focus groups. What that research told us is to grow visitation from a new group of potential customers the marketing for the destination needs to be more distinctive and should push new messages than in the past. Hence the recommendations that have been developed by both the RSCVA staff and our marketing firm Mortar.

We are hard at work developing a campaign that will both motivate new visitors and channel all the passion of the community to support all of us in the hospitality industry better sell Reno Tahoe USA.  So please stay tuned …

What does this mean for locals?

Local residents should understand that the RSCVA along with its numerous stakeholders are working to develop a brand promise that resonates with visitors, tourists. Locals need to think about this new brand direction like a tourist would, not how a local resident would. The mission of the RSCVA is to drive overnight visitation into the destination (Reno, Sparks and North Lake Tahoe).

What does this mean for potential visitors?

A key strategy in this new campaign is to expose tourists to more of the local flavor of Reno and Tahoe.  As a result we are officially retiring the “Don’t hassle me I’m a local” T-shirts and replacing them with “Ask me for something fun to do-I’m a local” logo gear. In all seriousness more effort will be placed on providing guides and services to expose visitors to the offbeat things to do in the region. Some of those are in the known tourist spots such as hotel-casinos and shopping malls.  Others are a bit more off the beaten path yet still authentically Reno and Tahoe.

Communications Plan Summary

RSCVA marketing programs have been based upon a more traditional advertising model. Reliance on public relations and Internet-driven strategies has been light. Our new audience, on the other hand, is far more likely to get their getaway ideas from friends and online. The RSCVA has a new marketing focus that requires a revised marketing strategy. The RSCVA will focus on effective Co-Op marketing and securing support from area partners. For the near-term, all area marketing budgets are constrained by the challenging economy. There is a widespread desire for greater efficiency. While not the ‘main’ motivation for visitation, gambling is a popular activity for tourists. The RSCVA can be more efficient by focusing its efforts on attracting new visitors to the destination.

Measurement

The RSCVA Marketing Department is developing more sophisticated tracking that will accompany the implementation of the Market Segmentation Study findings. The goal is to evolve the current measurement methodology to include a better understanding of the relationship between Word of Mouth media drivers (e.g. PR coverage, internet searches, positive reviews) and more traditional measurements of marketing effectiveness such as room nights booked, total visitation and growth in Average Daily Rate. The new measurements which include metrics for Awareness (PR impressions, print circulation, newsletters sent, keyword impressions and total Web visits, etc.), Engagement (online banner clicks, Website downloads, repeat Web site visits, newsletters opened, etc.) and Action (leads, bookings, visitation) would ultimately be presented for adoption by the RSCVA Board of Directors as Marketing Department goals for fiscal year 2010-2011.

Time commitment

Several short-term goals have been established to see if the new advertising campaign and updated tourism brand promise is working as hoped.  However, a 5- to 10-year time commitment will be needed from key stakeholders in the destination in order to most effectively gauge the success of this new strategy.

Community outreach

The RSCVA acknowledges that the process will involve a substantial amount of community outreach. The story is compelling but not effective to tell through media coverage alone. Therefore, the RSCVA is meeting with a variety of local community leaders over the course of several weeks. These small group presentations will allow community leaders to understand key findings of the Market Segmentation Study in order to help them understand the process. Community leaders will also have the opportunity to get involved with the process by participating in community contests, commenting on social media sites, etc.

• To read about the Reno Tahoe’s market potential research, check out Branding Reno Tahoe: Research is Key.
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