LAKE TAHOE, CA: The Lake Tahoe Visitors Authority (LTVA) is launching a $2.5 million marketing campaign to make people feel blue.
"People have an emotional tie to the lake, and it's deeper than we thought it was," said Bill Chernock, the LTVA's executive director. "And what's the characteristic that people were responding to? Blue. The blue water, the blue sky."
So the LTVA has unveiled "The Blue World," a marketing campaign focusing on Lake Tahoe's image. With major redevelopment taking place throughout Lake Tahoe, including several new upscale hotels and shopping areas, the LTVA has decided to focus on travelers with more discretionary income than the typical visitor to the resort destination. Past campaigns on the city's behalf had been regional in scope.
"We are focusing on Lake Tahoe as a destination," said Chernock. "We're targeting the traveler who wants to come for several nights. We want this to be considered a place people have to see when they come to California, just like Disneyland or Yosemite National Park."
The LTVA's agency of record, Weidinger PR, held a kickoff event in South Lake Tahoe, which attracted 300 people, drawing both businesspeople and civic leaders.
"We wanted the public to see what we're doing, and how we're going to market Tahoe," said Allison Wagda, senior account supervisor. "The second part is launching a national media relations campaign."
Wagda said the campaign would run concurrently with a national ad campaign.
Weidinger will target travel editors at newspapers and travel magazines such as National Geographic Traveler, Conde Nast Traveler, Travel + Leisure, and airline magazines.
"When people go to Hawaii, they just don't go to surf or to go to a luau," said Chernock. "They go for an entire experience. And that's what we want to focus on - the feeling you get when you come here."