Destination Marketing with ExperientialJust south of the Humboldt-Toiyabe National Forest, right next to Carson City and I-580, you find the serene and luminescent body of freshwater known as Lake Tahoe. From its mountains powdered with snow to the premier viewpoints around the lake, Lake Tahoe is an exceptional place for memorable vacations. The organization promoting it, North Lake Tahoe, wanted to inform prospective tourists about the area and its potential for a quality family vacation.
STRATEGY: Use a never-before-seen experiential campaign to raise awareness for North Lake Tahoe and the many reasons to visit from nearby Los Angeles.
TACTICS: Utilize two unforgettable wrapped vehicles with 4’ tall snow drifts to target almost 30 high traffic locations over one weekend in North Lake Tahoe’s key feeder city, Los Angeles. The teams, dressed for the slopes, used the surprise of the snow drifts to engage potential travelers and deliver key messaging. Branded skis and snowboards were used to encourage photos with the vehicles. Two Facebook Live posts were made during the campaign to further impressions.
RESULTS: The teams of brand ambassadors were able to engage with large numbers of potential travelers, distribute branded sunscreen and encourage online sign-ups for a North Lake Tahoe vacation getaway contest.
Total Impressions: 183,200
Promotional Branded Sunscreen: 3,000
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