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 called “Legends of the Valley” 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.
50,000+ unique visitors to VisitCarsonValley.org in first four months
Website traffic up 250% over previous eight months
Positive recognition from the Carson Valley and neighboring communities
Addy Award winner
