The bacon-wrapped cheese log of campaigns.

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RENO TAHOE USA

Client

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Reno Tahoe USA

Services

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Identity & Naming

Brand Strategy

Advertising & Conceptual Development

Marketing & Communications Strategy

Strategic Messaging & Positioning

Creative Production

Research, Measurement & Analysis

Media Planning & Buying

The Challenge

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After 13 consecutive years of falling tourism, Reno knew something had to give. Their core audience wasn’t gambling like they have in the past. They needed a fresh approach to marketing the city.

Strategic Decision

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Target Bay area, Tahoe-bound millennials who could be persuaded to drive “over-the-hill” to experience Reno’s pleasantly wild and authentic counter-culture.

The A-Ha Moment

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For just the right amount of weird, Reno’s right up your alley.

The Creative

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We set out to completely change what people said about Reno. That called for everything: new messaging, new tagline, outdoor, radio, a coordinated push on major social channels, and good old fashioned PR.

Reno Tahoe USA branding campaign billboard design - Mortar Creative Agency Bay Area

With the exception of the long “o” sound, Reno is not Tahoe. Reno has grit. Attitude. Weirdness. And old school cool. So our design did too.

Reno Tahoe USA print ad creative - Mortar Advertising Agency Bay Area

Reno Tahoe USA branding ad campaign - Mortar Branding Agency Bay Area

Reno Tahoe USA branding campaign creative - San Francisco Mortar Creative Agency

Reno Tahoe USA ad campaign billboard - San Francisco Mortar Advertising Agency

The countless billboards on the way up to Reno were perfect opportunities to entertain (and provoke) the Tahoe-bound, “stick-up-the-Donner-Pass” crowd.

Reno Tahoe USA branding campaign billboard - San Francisco Mortar Branding Agency

Reno Tahoe USA branding campaign print ad creative - Bay Area Mortar Creative Agency

Reno Tahoe USA branding campaign print ad design - Bay Area Mortar Advertising Agency

Reno Tahoe USA branding campaign print ad - Bay Area Mortar Branding Agency

Intentionally brash and raspy, Reno’s new voice spoke volumes (of beer pints). Our message was clear: “Hey Bay Area, leave Tahoe in your taillights. Un-celebrate the serene. Because “Far from expected” is closer than you think.

The Results

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