The Nevada Commission on Tourism (NCOT) today revealed how it will bring together the state’s new brand and tagline – “Nevada: A World Within. A State Apart.” The brand captures the duality of the state’s extraordinary natural, cultural and business resources.
The brand will initially be brought to life by the NCOT during its spring/summer integrated marketing campaign across various multi-media platforms including a new website, new travel app and new advertising. Efforts will focus on adults ages 25-54 who are interested in active vacations, as well as young families.
* The television commercial is highlighted by a songtrack from Las Vegas-based rock band, The Killers with a contemporary recording of the cowboy classic “Don’t Fence Me In.” Through lyrics that showcase the active experiences travelers can find in Nevada, an exciting, fun-filled vacation is conveyed. The ad flight will begin April 15 in Los Angeles, San Francisco and Phoenix.
* The new website assists visitors in crafting their own vacations, exploring content to shape the details of their trip planning, and finding and sharing ideas within social media channels. In addition, users will more easily be able to link to tourism industry partner sites for information, deals and bookings.
* The new Travel Nevada downloadable app will provide a unique tool to discover the state. Users will be able to explore businesses and attractions that match interest and geographical location, with suggestions tailored to an individual user’s interests. Users also will be able to collect these locations and build custom itineraries. In addition, users can access other user itineraries amidst a robust environment for peer-to-peer sharing. In the areas of * Nevada that are off the grid/without cellular service, the Travel Nevada app will feature an offline mode where users can access key information and functionality. The app will be available for free download from iTunes beginning April 16.
* All of NCOT’s social properties, including Facebook, Twitter and Google+, have been re-skinned to align with the new brand.
Sample ads based on the brand and tagline were tested by both in-state and out-of-state audiences during December 2012. The results of the testing were influential in development of the final ad creative and accompanying ad flight.
“When NCOT was approached by the Governor’s office to help create a statewide brand, we recognised the potential a compelling brand has on driving both domestic and international visitation,” said Nevada Lt. Gov. Brian Krolicki, chair of NCOT. “It makes good sense to launch this initiative with NCOT providing significant creative resources to enhance the effort.”
The campaign was conceived by advertising agency Y&R as part of the state’s two-year, $3 million contract with communications firm Burson-Marsteller, which handles public relations for NCOT. The integrated team also includes Proof IC, which executed the website, app and digital advertising.
“Brand development is a unique challenge and we look forward to working with all state agencies to convey a collective voice to key audiences,” said NCOT Director Claudia Vecchio. “Consumers are bombarded with thousands of messages each day. Ensuring a clear, compelling brand message is essential for our success.”
Beginning immediately, state agencies including the Governor’s Office of Economic Development, the Department of Education, the Department of Employment Training and Rehabilitation, and the Department of Tourism and Cultural Affairs will begin to integrate the brand and its associated tagline into websites and collateral materials.