Reno Tahoe USA
Radio
Back before Reno Tahoe was the land of Great Contrast, it was Reno Tahoe USA, known for All Seasons and 1,000 Reasons. A place where you can hike in the spring, paddleboard all summer, race hot air balloons in the fall, and dominate mountains all winter. And if you weren’t into any of that, there’d be at least 996 other ways to have the time of your life.
But for every 1,000 reasons a destination calls us, there’s always one reason we put it off till next weekend. What are the odds you made the right call staying home?
1,000 to 1, by my math.
Following up “All Seasons, 1,000 Reasons”, Reno Tahoe USA’s “Positively Electric” campaign was a somewhat narrow, if accurate, concept. Capitalizing on the recent surge of tech companies that had opened up shop in the destination, the campaign combined economic prosperity and sensational good times into a single marketing message.
The visual identity for this was well established. The verbal identity, not so much. So when it came time for the radio side of the campaign, it was on me to create an angle that would be in brand and effective for tourism.
Focusing on the word “positive” and the insanely eclectic mix of things-to-do in Reno Tahoe, the spots conjure up wild combinations of words that somehow perfectly capture a weekend in the destination.
What I did:
Concept, Scriptwriting, Creative Direction, Casting
What others did:
Adrenaline Studios: Recording, Production, Casting