Travel Nevada
Nevada, a destination best known for Las Vegas casinos and vast desert, had an aging audience problem.
With the emergence of the millennial traveler, I was tasked with reintroducing the state to a younger, hipper, millennial audience, who come with a completely different travel mindset; moments, surprises and authentic interactions with locals above gambling, tourists attractions and souvenirs. This body of work spanned three and a half years covering brand messaging, identity, a new website and a robust content strategy spanning a large variety of paid digital ads, TV, VR experiences and touring activations.
Photography
These are some of my favorite images from various statewide shoots.
TV & Video
We launched with a broad appeal TV spot that introduced the new positioning and followed up with millennial-focused lifestyle videos online. On social, we pushed short videos from our authentic characters representing different experiences.
TV for Travel Nevada's "Don't Fence Me In" campaign
Millennial-focused lifestyle video
As our media target shifted increasingly toward the millennial focused core, our video work evolved to incorporate themes like road tripping, outdoors and the Reno arts and culture scene, including Burning Man.
Virtual Getaway
In 2016, Oculus released a consumer-friendly virtual reality headset, that we jumped on to help Travel Nevada pave the way for the virtual getaway concept now common in tourism.
We built a mobile saloon that toured our West Coast drive markets (San Francisco, Los Angeles and San Diego). The video racked up online views north of 200 thousand across various channels.
The virtual tour yielded a 64% increase in site traffic and 67% of all traffic were new users.
Assorted Content
My team developed brand content across social media, outside booking associations like Expedia and Travelocity, and creative directed content from influencer marketing and native placement content partners like Atlas Obscura and Outside Magazine.
So what does it all add up to?
In under 3½ years we lowered the average visitor age by 10 years and ROI went from $58:1 to $73:1.
The campaign later won the Silver Anvil award, recognized as the “Best Travel Marketing Program Nationwide”
Other Work
