Following an extensive audit and the creation of a five-year strategic plan, which began more than a year ago, the Reno-Sparks Convention and Visitors Authority [RSCVA] debuts a new destination brand. Aimed at increasing overnight visitation, the refreshed brand celebrates the diversity of Reno Tahoe, positioning the region as a destination in the midst of exciting transition and inviting visitors to satisfy their ambition for outdoor adventure and city excitement.

According to RSCVA president and CEO Phil DeLone, the time is right for Reno Tahoe to introduce a new identity that reflects the full depth and breadth of the destination and that lays the groundwork for a new generation of travelers seeking authenticity and personalization.

“We are a destination of tremendous contrast, from Lake Tahoe and the Sierra Nevada to our vibrant cities, and from our genuine Western roots to our pioneering spirit that is driving innovation and opportunity here,” said DeLone. “More people than ever are going to be hearing and seeing messaging inviting them to experience Reno Tahoe. This new brand will ensure that potential visitors are receiving clear, consistent and exciting suggestions about why they need to visit.”

Elements of the new brand include a refreshed aesthetic, incorporating a redesigned logo that eschews the previous nostalgic type for a style that is bold and impactful, according to Jennifer Cunningham, executive vice president of the RSCVA. Cunningham has led the development of the brand, and affirms that it is “a little bit playful, like Reno Tahoe.”

In addition to the logo, said Cunningham, the new brand sentiment is being carried through on the new RSCVA website, set to launch in the coming weeks, and interpreted in a multi-media and significantly expanded advertising campaign that began May 8 and includes new markets, Los Angeles and Seattle.

“We are indebted to our partners in government, our board, the NRA [Nevada Resort Association] and members of the community who supported the surcharge legislation that made this moment possible. The new [Reno Tahoe] brand encapsulates, in a modern way, the vitality of our unique marketplace and provides a consistent identity supported by a bolstered marketing spend. We are a region with incredible momentum,” she added.

The new Reno Tahoe brand is being rolled out in conjunction with an aggressive marketing plan, which includes a $7.4 million print, outdoor and digital campaign through June 2018, mostly in the Los Angeles, Seattle and San Francisco Bay Area target markets.