Nevada Commission on Tourism welcomes winter with new yet nostalgic ad campaign
Nov 05, 2010
CARSON CITY, Nev. — Winter is fast approaching, and the Nevada Commission on Tourism (NCOT) is counting on a novel ad campaign to lure visitors to the snow-capped mountains of the Silver State.
“Ski season is a lucrative time for Nevada, and this campaign stretches beyond the boundaries of the ski resorts and promotes all winter play,” Lt. Gov. Brian Krolicki, NCOT chair, said. “The budget was carefully allocated to media that will reach viewers with the means and desire to travel.”
The commission’s marketing department worked closely with research experts to find out where and how NCOT’s target audience – upscale, active adults in eight drive-up and fly-in markets – receive travel information and plan vacations. The audience is one that is likely to seek a winter getaway in the western United States.
The $2.2 million budget will cover television, Internet, print, mobile and billboard advertising primarily in California, Utah and Arizona. There are also social media and public relations components that will cost only staff time.
“This is the third campaign we will have run focusing heavily on Internet and television advertising, and we continue with this model because it works,” NCOT Director Dann H. Lewis said. “Our last two campaigns generated $110 million in tax revenue from people seeing the ads and traveling to Nevada, a record-breaking return on investment.”
Nostalgia is the focus of the commission’s continuing “Capture Your Heart” concept in which two hands form a heart around a classic winter scene – snowshoeing through blankets of snow while the sun rises above the trees, swooshing through fresh powder on glistening skis, sipping hot chocolate by an outdoor fire pit on the edges of Lake Tahoe or rustling up a snowball fight that ends in fits of laughter. The idea is to connect with travelers on an emotional level, bringing past family vacations back to life and set on the snowy slopes of Nevada.
This concept plays out on television and online, using shorter in-stream videos to reinforce longer commercials on traditional television. NCOT will advertise on mobile websites, Google and Weather.mobi, and promote its own mobile ski site. The site, NVski.mobi , provides snow, weather and traffic reports, as well as resort details, information on arrivals and departures at the Reno-Tahoe International Airport and the ability to purchase lift tickets.
For more information on winter fun in Nevada, visit http://winter.TravelNevada.com , where you can sign up for an e-newsletter and view exclusive travel deals.Watch the commercial here: http://www.vimeo.com/15314842