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.
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