Is there any advertising more rote and shopworn than winter ski advertising? There’s the requisite photo of some dude who skies better than you ever will leaping from a cornice that’s probably not even in bounds to a slope with more fresh powder than you’ll ever see. Attach bad-ass headline. Ship.
In its new winter out-of-home campaign, Tahoe South says enough already and foregoes photography altogether in favor of a psychedelic illustration from Finland’s acclaimed Kustaa Saksi. Said illustration makes abundantly clear that when it comes to choosing sides at Lake Tahoe, the south side, with its 24-hour gambling and cocktail-fueled nightlife, is definitely the wild side.
In case you missed it: D/C makes a splash with Tahoe rebrand.
There are actually two Lake Tahoes, north and south. With a half-dozen isolated resorts and few winter activities beyond skiing, it has been easy for consumers to grok an image of the north as the lake’s quiet side. On the other hand, with tons to do at every hour and for every budget, including great skiing at every skill level and conveniently located bars, restaurants, shopping and 24/7 gaming, it has been tough for consumers to envision a singular image of the south — or for marketers to project one cohesive brand.
No longer. The Lake Tahoe Visitors Authority, which is tasked with promoting the south side, hired D/C for a complete rebrand. Eight months later, client and agency unveiled the new brand and an entirely new name for the destination — Tahoe South. The strategy embraces the truth of the destination, that it’s the place for the up-all-day-and-night visitor, and the brand identity celebrates this spirit. The website is curated by local experts and serves as a digital concierge to the region, connecting visitors and would-be visitors to the best web content about Tahoe South, as well as relevant real-time feeds from YouTube, Flickr, Facebook and Twitter.
More images after the jump. Continue reading
In a new campaign for the Lake Tahoe Visitor’s Authority, D/C helps Lake Tahoe South Shore step out of the shadow of its North Shore neighbor. The $1.5 million campaign playing on local TV and computer screens this summer celebrates the absolute riot of 24/7 entertainment options available to Bay Area travelers willing to take Highway 50 instead of 80. (It also celebrates the undeniable majesty of upside-down, beat-boxing chins dressed in tiny hip-hop attire.)
Check out the second spot, “Pantyhose,” after the jump. Continue reading
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