Branding and Creative Campaign

Carson Valley Visitors Authority competes with well-known Lake Tahoe and Reno destinations. The Visitor Bureau had a limited budget, but knew they needed to find their niche and panache to be effective in the tourism industry.

DAE & Company was brought in to work with stakeholders and visitor bureau contingencies to develop a campaign to increase visitor numbers and total occupancy tax while speaking to the uniqueness of the area.

We started by reviewing existing data while adding interviews & current tourism research to develop archetypes of target audiences and make recommendations. Moving forward into creative development, we created a brand essence called “Legends of the Valley” that capitalized on Carson Valley’s unique people, geography, and experiences. Campaign deliverables included: print, outdoor, television, online video, online banner ads, and collateral as well as a new landing page. We also collaborated with other departments to reinforce the messaging via social media and public relations.