The Nevada Commission on Tourism (NCOT) today revealed the way it will gather the state’s new brand and tagline – “Nevada: a global Within. A State Apart.” The logo captures the duality of the state’s extraordinary natural, cultural and business resources.
The brand will initially be delivered to life by the NCOT during its spring/summer integrated campaign across various multi-media platforms including a brand new website, new travel app and new advertising. Efforts will concentrate on adults ages 25-54 who’re fascinated about active vacations, in addition to young families.
* The tv commercial is highlighted by a songtrack from Las Vegas-based rock band, The Killers with a latest recording of the cowboy classic “Don’t Fence Me In.” Through lyrics that showcase the active experiences travelers can find in Nevada, an exhilarating, fun-filled vacation is conveyed. The ad flight will begin April 15 in La, San Francisco and Phoenix.
* The brand new website assists visitors in crafting their very own vacations, exploring content to shape the important points in their trip planning, and finding and sharing ideas within social media channels. Besides, users will more easily be ready to link to tourism industry partner sites for info, deals and bookings.
* The recent Travel Nevada downloadable app will provide a special tool to find the state. Users would be ready to explore businesses and attractions that match interest and geographical location, with suggestions tailored to anyone user’s interests. Users will also be ready to collect these locations and build custom itineraries. Similarly, users can access other user itineraries amidst a sturdy environment for peer-to-peer sharing. Within the areas of * Nevada which 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 could be available at no cost download from iTunes beginning April 16.
* All of NCOT’s social properties, including Facebook, Twitter and Google+, was re-skinned to align with the hot brand.
Sample ads in keeping with the emblem and tagline were tested by both in-state and out-of-state audiences during December 2012. The result of the testing were influential in development of the general ad creative and accompanying ad flight.
“When NCOT was approached by the Governor’s office to assist create a statewide brand, we recognised the capability 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 reinforce the trouble.”
The campaign was conceived by advertising agency Y&R as portion 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 web site, app and digital advertising.
“Brand development is a singular challenge and we glance 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 on daily basis. Ensuring a transparent, compelling brand message is important for our success.”
Beginning immediately, state agencies including the Governor’s Office of commercial Development, the dept of Education, the dep. of Employment Training and Rehabilitation, and the dept of Tourism and Cultural Affairs will start to integrate the emblem and its associated tagline into websites and collateral materials.