North Lake Tahoe’s “Treasures of Tahoe” and “Human Nature” campaigns earned industry recognition for its content marketing and digital marketing efforts at the Visit California Poppy Awards.

The biennial ceremony, which recognizes excellence in tourism promotion throughout the Golden State, took place on Feb. 11 in San Diego. It saw the North Lake Tahoe Marketing Cooperative’s marketing programs honored for the second time — this year for Treasures of Tahoe (winner for Best Content Marketing Initiative) and Human Nature (winner for Best Digital Marketing Campaign).

Treasures of Tahoe highlights lesser-known activities and trip ideas, giving visitors a new way to experience the destination. Through a multichannel marketing program that deployed across consumer media channels, the campaign combined short-form videos, educational blog posts, printed guides and email marketing tactics to tell an immersive, aspirational story about the region’s most valued treasures.

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“The competitive landscape in destination marketing continues to evolve among our bi-state constituents,” explained Andy Chapman, president/CEO of the Incline Village Crystal Bay Visitors Bureau. “The 2020 Poppy Awards received a record number of submissions so to stand out and be recognized among industry leaders as best in class is an incredible honor. Our collective goal is to manage tourism responsibly and grow visitation in need periods to support local businesses. Through the leadership of our agencies and internal teams, we are moving that needle towards year-round economic stability.”

To drive overnight visitation across a diversity of flight and drive markets, the Human Nature campaign deployed a variety of paid and organic media tactics — each targeted toward consumer and business audiences. The messaging and creative positioned North Lake Tahoe as a year-round, four-season destination and implemented images, copy and ad targeting designed to draw traffic and generate revenue from the campaign’s target groups. This resulted in the development of over 600 digital ad sets which collectively gathered over 50 million impressions and thousands of lodging conversions.

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Both marketing campaigns are the result of a collaborative effort between the North Lake Tahoe Marketing Cooperative — an entity comprised of the North Lake Tahoe Resort Association and the Incline Village Crystal Bay Visitors Bureau — The Abbi Agency, and The Augustine Agency, both of which have long served as the Cooperative’s communications partners.

Source: North Lake Tahoe Resort Association