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“There Must Be Something in the Water” is the new tagline and name for D/C’s new campaign, launching today, for longtime client Tahoe South. With non-stop entertainment, comprehensive outdoor activities and a pristine natural setting — including its deep-blue centerpiece — the south side of Lake Tahoe has everything a visitor could need to get out of her comfort zone and into a personal transformation. Through a series of 15-second TV spots, digital video, digital radio, banners and social, this relaunch gives the brand a new look and feel, while maintaining the tongue-in-cheek Tahoe South voice.

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Industry bible Communication Arts has honored Duncan/Channon in this year’s prestigious Typography Annual for design of the new Tahoe South identity for the Lake Tahoe Visitors Authority. The fetchingly named Underware were the talented type designers.

Ah, summer. A time of road trips and bonfires and warm nights playing Truth or Dare. Tahoe South’s new campaign conjures up the wild-child spirit of everyone’s favorite vacation season, kicking off with a Facebook version of Truth or Dare. After all, sharing revealing truths and embarrassing photos is what Facebook was made for, right? That and, increasingly, travel inspiration. So if wistfully clicking through friends’ vacation photos is a favorite pastime, you’re not alone. Duncan/Channon’s Facebook app, created with development partner Noble Studios, enables summer shenanigans galore and reminds users Tahoe South is the decidedly wild side of the lake – the perfect place to relive summer as it ought to be.

D/C’s media plan is digital to the max, though the gauntlet-throwing dare to have a wild summer will be seen on TV and OOH as well. Building on the winter campaign, the work features another series of trippy (get it?) illustrations from Kustaa Saski, brought to life by ace animators Stardust. Look closely and you might see Bigfoot himself cavorting through the spot with water skiers and mountain bikers, tapping into summer nostalgia and daring viewers to find their wild side again in Tahoe South.

View the full case study.

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.

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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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