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LTVA ad to run in USA Today

Sally J. Taylor

Potential Tahoe tourists living throughout the West will be reminded on Friday that the South Shore of Lake Tahoe is a great place to visit.

The first in a series of advertisements stemming from the Lake Tahoe Visitors Authority’s 1998 Marketing Plan, which, in an earlier version, became mired in controversy, will appear in the western edition of USA Today. The half-page ad will appear in editions released in the regions around Dallas, Houston, Los Angeles, Denver, Phoenix and San Francisco and should be seen in Tahoe also, according to representatives of Trahan, Burden & Charles, Inc. Advertising and Public Relations, the firm handling the LTVA campaign.

The ad is part of the LTVA’s destination marketing plan, designed to build a tourism market in areas beyond Northern California, Tahoe’s primary visitor source.

Implementation of the 1998 Marketing Plan was delayed several months while it was redesigned to emphasis Northern California promotions with destination marketing a secondary component.

Other elements of the plan will also begin in the next few weeks.

Advertisements in Northern California newspapers also run this month and cable television spots begin in March.

Also expected in April is an ad in “Westways,” the AAA magazine for Southern California.

An ad for Southern California newspapers that promotes skiing was expected to run in March. Delayed due to changes in the plan and then the need for more advertising partners, the LTVA Marketing Committee on Friday decided to postpone it one more month and revise the ad to deliver a spring/summer message.

“March is too late to start a winter message,” committee member Knud Svendsen, of Embassy Suites Resort, said.

The delays in the plan did not impact ongoing promotions such as the LTVA’s free-standing insert, a tabloid-sized publication released regularly. The winter/spring edition appeared in Northern California newspapers earlier this month.

All LTVA advertising includes the 1-800-AT-TAHOE central reservations number, which also provides tracking information to determine the effectiveness of advertising efforts.

Tahoe Daily Tribune E-mail: tribune@tahoe.com

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