Carson Valley Tourism Authority competes with well-known Lake Tahoe and Reno destinations. Working with a limited budget, they knew they needed to find their niche and panache to be effective in the tourism industry.
Using existing data, interviews, current tourism research plus some good old-fashioned intuition, a series of shared archetypes were developed that exemplified the typical Carson Valley consumer. Moving forward into creative development, a brand essence was created that capitalized on Carson Valley's unique inhabitants, geography, and experiences.
Campaign deliverables included print, outdoor, television, online video, banner ads, and collateral as well as a new landing page.
