Ad campaign unveiled
February 4, 2003
You’re invited to step into the blue world Wednesday night.
The Lake Tahoe Visitors Authority will unveil its $2.5 million advertising campaign intended to increase tourism and build the image of the basin.
The LTVA will host a reception in honor of the campaign at Harrah’s Lake Tahoe South Shore Room at 5 p.m. Refreshments will be served.
“This is a significant time for South Shore as we prepare to launch this unique and creative effort to brand Lake Tahoe,” LTVA Executive Director Bill Chernock said.
Sacramento ad agency Mering and Associates determined through its research that visitors seeking a world-class destination are driven by the lake’s near surreal qualities — including its deep color — as reasons for their visit.
Print ads will run in Conde Naste Traveler, Endless Vacation, National Geographic Traveler, National Geographic Adventure, Travel and Leisure and Travel Holiday beginning in March.
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The television campaign’s schedule and other specific details are undetermined at this time. As the budget allows, the media runs are expected to involve Southern California markets, Chernock said.
Guests of the reception will have the opportunity to view the print ads and rough television clips. Some scenes involve South Shore residents and were shot at spots like the Zephyr Point Presbyterian Conference Center.
LTVA funding partners Harrah’s, Harveys, Caesars Tahoe and Horizon Casino Resort have each chipped in $100,000 for the effort.
Susan Wood can be reached at (530) 542-8009 or via e-mail at email@example.com