South Shore gets decked out in a new label |

South Shore gets decked out in a new label

Dylan Silver
Duncan/Channon / Provided to the Tribune

SOUTH LAKE TAHOE, Calif. – Every great tourist destination has a great brand, a great slogan or a great logo. There’s “What happens in Vegas, stays in Vegas,” the “I (heart) NYC” stickers or Mexico’s colorful logo.

Now, there’s “Tahoe South,” the Lake Tahoe Visitors Authority new brand for the South Shore.

“We thought it was time to have our own identity so people recognize us out in the community in a very visual way,” Carol Chaplin, the LTVA’s executive director, told the Lake Tahoe Lodging Association Thursday.

The brand includes a new website,, a new logo, new slogans and new advertisement designs. The new look for the South Shore is supposed to be young, fun and “high-octane,” according to a promotional video put together by the LTVA.

Though revenue projections are down, the LTVA chose to up spending on their summer advertising and branding campaign to $200,000. Officials hope the new online, print, radio, television and social media ads will reach more than 200 million viewers in the next two years and attract a large portion of them to South Lake Tahoe.

The initial run of winter advertisements, featuring the splashy colorful new “Tahoe South” design on billboards and busses in the Bay Area, caused some confusion at the Lake Tahoe Visitors Authority board meeting Thursday.

“What is it telling us?” asked Tom Davis, South Lake Tahoe city councilman, of the swirling, bright illustrations.

“I hope it’s telling us that Tahoe South has it all,” said Jennifer Corrigan, the LTVA’s account director with the advertising agency Duncan/Channon. “Anything you want to do on vacation, we’ve got it here.”

Mike Bradford, a board member on the Tahoe-Douglas Visitors Authority, said he thought the billboard advertisements were somewhat hard to understand and didn’t match with the area’s attractions.

“Basically, people are going to look at something that attracts them to Tahoe or they’re going to look at something they don’t understand,” Bradford said.

The summer banners and graphics that will blast the South Shore out to millions of potential visitors feature a photographic backdrop of Lake Tahoe with smiling illustrations of cartoon mountain bikers, water skiers and hikers. New slogans, “Cross over to the wild side” or “Dare to have a wild summer,” highlight each one.

These designs are an improvement over the winter ones, Bradford said.

“When they showed their new designs, they had addressed my apprehensions about the winter ads,” he said.

Davis was impressed as well.

“It’s so out of the ordinary, out of my comfort zone, that I like it,” Davis said.

In addition to the print, radio, television and online advertisements, the LTVA also plans to develop a Facebook application. Though it’s not finalized, Corrigan showed one idea to the LTVA board, a Facebook “Truth or Dare” game, featuring dares like “post a picture of your feet,” “friend your mom” or “plank in a casino.”

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