Brand land: South Tahoe gets decked out in a new label
February 13, 2012
SOUTH LAKE TAHOE, Calif. and#8212; Every great tourist destination has a great brand, a great slogan or a great logo. There’s and#8220;What happens in Vegas, stays in Vegas,and#8221; the and#8220;I (heart) NYCand#8221; stickers or Mexico’s colorful logo.
Now, there’s and#8220;Tahoe South,and#8221; the Lake Tahoe Visitors Authority new brand for the South Shore.
and#8220;We thought it was time to have our own identity so people recognize us out in the community in a very visual way,and#8221; Carol Chaplin, the LTVA’s executive director, told the Lake Tahoe Lodging Association Thursday.
The brand includes a new website, http://www.tahoesouth.com, a new logo, new slogans and new advertisement designs. The new look for the South Shore is supposed to be young, fun and and#8220;high-octane,and#8221; 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 and#8220;Tahoe Southand#8221; design on billboards and busses in the Bay Area, caused some confusion at the Lake Tahoe Visitors Authority board meeting Thursday.
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and#8220;What is it telling us?and#8221; asked Tom Davis, South Lake Tahoe city councilman, of the swirling, bright illustrations.
and#8220;I hope it’s telling us that Tahoe South has it all,and#8221; said Jennifer Corrigan, the LTVA’s account director with the advertising agency Duncan/Channon. and#8220;Anything you want to do on vacation, we’ve got it here.and#8221;
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.
and#8220;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,and#8221; 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, and#8220;Cross over to the wild sideand#8221; or and#8220;Dare to have a wild summer,and#8221; highlight each one.
These designs are an improvement over the winter ones, Bradford said.
and#8220;When they showed their new designs, they had addressed my apprehensions about the winter ads,and#8221; he said.
Davis was impressed as well.
and#8220;It’s so out of the ordinary, out of my comfort zone, that I like it,and#8221; 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 and#8220;Truth or Dareand#8221; game, featuring dares like and#8220;post a picture of your feet,and#8221; and#8220;friend your momand#8221; or and#8220;plank in a casino.and#8221;