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.” 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 new 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. 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.
“When NCOT was approached by the Governor’s office to help create a statewide brand, we recognized 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.”
Nevada Commission on Tourism, www.travelnevada.com