RENO, Nev. (July 15, 2021) – The Reno-Sparks Convention and Visitors Authority (RSCVA) today announced the launch of a new summer marketing campaign, titled “Recharge,” to support local travel and tourism recovery efforts. The campaign showcases the destination’s modern renewal while inviting travelers to experience Reno Tahoe’s adventurous and progressive spirit.

Reno Tahoe is striving to recharge travelers with new adventures and challenging them to create their own future, following the impact of the COVID-19 pandemic. The “Recharge” marketing campaign primarily targets the millennial segment, who were indicated as the first subsect of consumers eager to start traveling again.

“With the launch of this new campaign, we welcome visitors to recharge and rediscover a world of adventure in Reno Tahoe, from entertainment and the arts to year-round activities and outdoor amenities,” said RSCVA President and CEO Charles Harris.

The “Recharge” campaign reflects Reno Tahoe’s brand value of ambition and the optimism shared among prospective travelers. Campaign objectives focused on building awareness and interest in the destination as a summer leisure travel location, while stimulating engagement with Reno Tahoe’s owned channels and content, driving intent to travel actions. The campaign remains flexible and layered to accommodate the ever-changing media landscape, allowing for opportunity to scale based on current events impacting travel.

The campaign utilizes bold type and effectively simple word play to deliver consistent and memorable messaging, fresh and energetic photography to capture moments of renewal, and vibrant neon colors, light flares, and movement to convey perpetual motion and positive energy. “Re” phrases are at focus, including “Refocus and Reignite,” “Rebalance and Rediscover,” “Remix and Reinvent,” and “Recreate and Refresh.”

The “Recharge” campaign focuses on travel intenders. Other content partnerships, influencer marketing, video campaigns, and digital tactics compliment travelers’ attention at the onset of the summer travel season. The campaign will run through September before shifting to fall and winter focused campaigns.

Campaign videos can be found here:

Refocus and Reignite:

Rebalance and Rediscover:

Remix and Reinvent:

Recreate and Refresh: