LTVA cranks up the pressure
Tahoe-area tourism officials looked to the sky Thursday in their first major marketing push since the Sept. 11 terror attack.
A television campaign approved by the Lake Tahoe Visitors Authority board features a skydiver falling over the lake, calling out highlights before dropping to a gambling table.
The skydiver presents a more striking visual than a low-key approach earlier picked before Sept. 11 by the LTVA marketing committee. The decision reflects the “extraordinary times” facing tourism officials and travel-related businesses, said Harrah’s and Harveys Lake Tahoe General Manager Joe Hasson, an LTVA board member.
The television campaign is part of the Visitors Authority’s $1.9 million advertising blitz for 2001-02, which includes newspaper ads. The board took no action on a proposed radio campaign; the Tahoe-Douglas Visitors Authority was expected Thursday night to approve funding for radio spots to go on the air Monday in Sacramento.
Terry Whistler, creative director for TBC Advertising of Reno, presented several television and print concepts designed to tout Lake Tahoe as a destination resort.
“We realize this will ruin you for every other ski vacation,” the headline on the print ad read with a photo of a gleeful skier. “We can’t wait.” The concept builds on the LTVA’s longtime “Above and Beyond” strategy.
The Lake Tahoe and Tahoe Douglas visitors authorities often pool their resources. In approving the latest campaign, the LTVA board asked the TDVA board to cover one-third of the cost. The other third will be picked up by funding partners like the Lake Tahoe Wedding Association.
The campaign will target the Dallas market along with traditional buys in Northern and Southern California. The Texas market is considered affluent and already has easy access to Reno/Tahoe International Airport, but uncertainty remains a hallmark of the airline business. One connecting carrier, Delta, announced this week a cutback in flights and personnel.
In other air travel business, the LTVA unanimously approved a request from the city of South Lake Tahoe to chip in $5,000 to support the funding of a Lake Tahoe Airport Strategic Plan.
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