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.
View the full case study.
Work + News
Upwork goes nationwide
This week marks the launch of Upwork’s first national campaign. Broadcast TV, digital video and radio show us how all our offices could, in fact, be much larger than we realize.
Chinese frozen food brand, InnovAsian, was languishing with low awareness and living in the long, chilly shadow of category king, PF Chang’s. Fix that, they said.
New business and beyond
DC is pleased to announce the arrival of Noel Johnson as our first director of marketing and client engagements.
A new leader in a new role
Gary Stein joins DC as our first chief integration officer. He’s here to accelerate collaboration between strategy, media and creative.
Nicotine: the teen nightmare
Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.
How sweet (and also tart) it is
It’s not just the sugar talking when we say that we’re so fired up about our new client: iconic candy brand and childhood favorite, SweeTARTS.
Buy stuff, get Steph
Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player.
New partner, new locations, new DC
We’re thrilled to announce the acquisition of A2G, a pioneering experiential and social influencer agency with offices in LA and New York.