I’m a little ashamed of myself for not writing about Reno-Tahoe’s new campaign tagline (“Far From Expected”) yet – but I’ve been holding back, trying to fully understand what it’s all about - and I think I’ve got it all figured out.
Comps of the new Reno-Tahoe USA “Far From Expected” Campaign Creative
It’s good news, folks. Good news.
Let’s just make one thing clear up front: at first, I didn’t like it. I wrote a spirited defense before of “A Little West of Center” which I thought was a great tagline in general – a nice association between the brand and a concept.
However, it’s become clear after reading up as much as possible on this subject that the new slogan makes a lot of sense. It’s important to note: this slogan is a slogan that will go with a batch of commercials and flyers, and is not the slogan that will always get tagged on to the name of the destination, Reno-Tahoe. The new thing that is always tagged on to Reno-Tahoe is USA, which actually works pretty well.
Now that I know that this slogan isn’t permanent, I’m satisfied. It shouldn’t have to live up to being forever associated with the whole regional brand. That is one of the tragic errors of “America’s Adventure Place”.
In the initial comps that have been shared, there’s a hidden gem, right there at the bottom:
Laughter is contagious, and fun always finds a way. More often than not, it finds its way here.
That’s a pretty good bit of emotional writing that gives us the building blocks for another tagline for another campaign: “Fun Always Finds Its Way Here”.
Anyway the new brand looks good. If the commercials and other creative can paint the right kind of picture this new marketing effort could mean some growth in the Reno tourist market. Such growth is long overdue.
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