Work

Tahoe South
Lake Tahoe Visitors Authority takes the plunge on a new name, a brand overhaul and fresh advertising, embracing its rep as the lake’s wild side.

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At this picturesque resort area on the California-Nevada border, it’s not just about skiing (water or snow). Tahoe South is wild in many ways and at all times. Crisp new name, new ID, website, social media strategy and whimsical ad campaign — with art by cult-hero illustrator Kustaa Saski — brings the delightful truth to life.

 

Where most travel spots are merely animated postcards of the view, these actually animated spots go deeper, promising the wild side of Tahoe South will engage the wild side of you, even restore a sense of wonder and play.

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Being a driving destination, outdoor is key for Tahoe South. Most executions are site-specific (the top one, for instance, is at the crossover of I-50 and 80). Some are digital, allowing casino showrooms to highlight this week’s headliner or the amount of recent snow.

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Travelers love nothing more than to chat about their travels, past, present and future. So while delivering all the destination guidance a guest could ask for, the revamped website also dynamically ties in to social media.

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Our director of purpose practice, MJ Deery, has a byline in the latest Advertising Age urging brands to move beyond token diversity to richer, more meaningful “normalization.” If you missed it, you can find a tidy summation here. Smart and important stuff. You’d be wise to check it out.

Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.

DC’s thrilled to announce that Gary Stein joins us today as our first chief integration officer. He’s here to accelerate collaboration between our strategy, media and expanded creative team, which now includes experiential and influencer experts thanks to our recent acquisition of A2G.