Tahoe ad campaign is blue | TahoeDailyTribune.com

Tahoe ad campaign is blue

Susan Wood, Tahoe Daily Tribune

Think blue.

That’s what the Lake Tahoe Visitors Authority’s new advertising agency, Mering and Associates wants travelers to take with them when they’re planning their vacations.

The LTVA board unanimously approved Thursday the early stages of conceptual development on an upcoming campaign that references the tag line – “Step into the Blue.” It’s expected to hit the streets by next winter.

“I think all too many campaigns try to alter what’s true about destination. I think what we’re trying to do is use your strongest asset,” said Dave Mering, whose advertising agency also handles the California Travel and Tourism Bureau.

The Lake Tahoe campaign will be built on the strategic positioning that Lake Tahoe — whether in image advertising or in direct marketing — should own the color blue.

Beyond the overall campaign, the passover creative could influence marketing premiums like casinos sending out blue dice to travel planners receiving blue roses.

“This is a very ownable positioning that comes from the very essence of what Lake Tahoe is,” LTVA board member John Wagnon said.

Wagnon, who is the vice president of marketing at Heavenly Ski Resort, added the concepts help build an emotional attachment.

When asked if the agency abandoned the previous “Above and Beyond” campaign, Mering said yes.

“It doesn’t further anything we would do in this campaign,” Mering said.

After the meeting, Mering said he’s unsure how much money the creative portion of the campaign will run. He’s sure the ads in the campaign can be executed in such a way to meet the LTVA budget, he said.

One ad shows a distant shot of Earth from space. It reads: “Even passing asteroids pulled over to admire the view.”

“Fortunately, those pictures exist. We don’t have to shoot ourselves into outer space to do it,” Mering said of that ad.

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