RSCVA To Author Revised Reno-Tahoe Campaign Tag Line

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In a somewhat uncomfortable turn of events, the RSCVA Board did not approve the proposed “A Little West Of Center” tag line in this morning’s meeting.  Prematurely, yesterday’s post assumed that the stakeholders had been vetted, and the process of approval was nothing more than a formality.  Certainly, the Reno-Gazette Journal made note of the campaign’s pending approval as though the information may have been provided to them by the agency directly.  Not so.

While the strategy and basis of the new brand positioning was already approved, the Board did accept an important part of the proposed new campaign’s tag line: “A Little West of Center”.  However, the year’s worth of research was adopted and accepted – but there were many who simply could not understand or accept the campaign’s slogan.  This is an issue that can be fixed – and quickly.

Mayor Cashell, in a rather shocking turn of events, wagged his finger at the agency’s Marketing Director, admonishing his comment that the region must stop “apologizing” for itself.

What struck me as odd was – how did the campaign get this far without vetting the key stakeholder’s approvals?  Certainly, the Mayor should have been given the time to review the campaign in great detail, and hopefully convinced of the strategy and creative long before a formal, public presentation.

Gaffes aside – the RSCVA and its San Francisco agency, Mortar should be commended for taking such bold steps to reposition our region in the face of 11 years of declining revenues.

Now comes the task of damage control – and stopping what must be a flow of criticism from the public who cannot fully appreciate the year of research and testing that has gone into the proposed new brand positioning campaign.

When they get this settled – we’ll all need to help support the cause.  The RSCVA and Mortar should be applauded for their hard work and creative thinking.  Certainly a tag line for this campaign will be resolved quickly, and we’ll begin the much needed work of promoting Reno as it really is – a fun, engaging, unique destination in the minds of our tourism market.

18 Responses to “RSCVA To Author Revised Reno-Tahoe Campaign Tag Line”

  1. Jim_S Says:

    The RSCVA has posted an update on the logos and creative work, as well as the results of the board of directors meeting, here (with image):

    http://update.visitrenotahoe.com/2009/09/24/reno-tahoe-brand-update-a-new-logo-%E2%80%A6-and-more-on-the-way/

  2. Larry DeVincenzi Says:

    Thanks for the link Jim. I’m spreading it about. We need to pull together on this one – for everyone’s sake. Keep up the good work!

    • Jen Eastwood Says:

      Agreed! Stay positive!

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  4. Paul Kiser Says:

    I just read that Nevada still has the highest divorce rate in the nation and Washoe Co. is the highest Nevada county on the list, so maybe we should go for: “What happens in Las Vegas ends in Reno”. I have to credit my brother-in-law for the tag line.

  5. mdpr Says:

    Thanks for the update Larry. I think the elephant in the room that needs to be addressed is that Reno’s value proposition to visitors has changed.

    One of the huge selling points for Reno used to be gaming. From my home outside Sacramento, I can now reach 5 major casinos in the Sacramento-area faster than I can reach Reno.

    Reno has a lot going for it, but I’m not sure that being a “little left of” anything will be be the solution.

    “America’s Adventure Place,” wasn’t completely accurate for enough people to resonate. I think Reno needs to embrace what it is, “The City in the Sierras.” Be a hub.

  6. Mike McDowell Says:

    Thanks for keeping us all updated during the Board meeting yesterday, by the way. I agree with your head-scratcher about the Board not being exposed to possible tag lines, etc in advance of that very public meeting. RSCVA has done a pretty good job over the past 6 months or so in gaining equity from the right groups in our community so that they’d be met with the least resistance to whatever branding campaign was delivered. However, I would have thought the Board would have been the most important of shareholders needing to vet the ideas, and I would have presumed that they would have gotten a sneak peak at the creative before the public meeting. I wonder why that didn’t happen. Or, if it did, why the major disagreements with the tag at the board meeting?

  7. Erik Flippo Says:

    I don’t see how the new logo fits with the “refreshingly offbeat” brand promise. It is utterly conventional. I hope the rest of the creative is not so timid.

  8. Ira Gostin Says:

    Has anyone heard what their “plan B” is?

  9. myrnatheminx Says:

    Hmm, new logo reminds me of a beer label. The Cashell public reaction was a small disaster on all fronts. Yikes–that’s a lesson learned for someone,

    I’m pretty sure I’m in the minority but I thought the west of center tag line wasnt bad as far as communicating the idea that Reno is a quirky place that would appeal to the two identified segments–not to mention members of the so-called creative class the region needs to attract to stay for good.

    I’m eager to see what they come with now–afraid it will be very conventional.

  10. Larry DeVincenzi Says:

    Myrna…

    I don’t think you were in the minority. I thought the proposed tag line worked perfectly the the campaign’s strategy and creative.

    I’m sure Mortar will come up with something equally as fitting. Stay tuned!

  11. Reno Navy Guy Says:

    How about “Sun, Sand and Snow”, “Americas Playground”, “It happens in Reno.” or “Reno, The best of the West”.

  12. Reno Navy Guy Says:

    “West of Center” does nothing for me, I’m unsure about how others feel about it. I agree, we need to rapidly improve downtown area buildings/blight in order to attract more tourists. “West of Center” does nothing for me and I doubt it would help bring more tourists to Reno. We need a new Tagline that catches everyones attention. Let’s focus on what Reno and the surrounding area is best known for in developing a new tagline, i.e. Casinos/Gaming, Sierras, Nightlife, Snow and the Desert.

    • Larry DeVincenzi Says:

      Good points Reno Navy Guy. Stay tuned…they’ll make some new suggestions in the next couple of weeks as to a new tagline. Thanks for your comment here.

  13. Reno Navy Guy Says:

    Revised Comments: “West of Center” does nothing for me, I’m unsure about how others feel about it. I agree, we need to rapidly improve downtown area buildings and eliminate blight in order to attract more tourists. I doubt that “West of Center” would help bring more tourists to Reno. We need a new Tagline that catches everyones attention. Let’s focus on what Reno and the surrounding area is best known for in developing a new tagline, i.e. The Casinos/Gaming, Entertainment, Reno 911 in a good way, Nightlife, Sierras, Snow and the Desert.

  14. Reno Navy Guy Says:

    I like “Americas Biggest Little Playground” for the new tagline. It covers the Reno, Sparks, Tahoe region. Reno needs to become a mecca for Technology, Video gaming, Nightlife activities, Unique restuarants, and Sporting activities. This includes White water rafting, Water parks, Desert activities, Snow trips, Technology convention hub, Nightclub variety, Unique restuarants, Motor Vehicle convention hub to expand hot august nights and street vibrations, a master video gaming hub for the younger generation and retain well maintained gambling resorts for the older generation.

  15. Reno Tahoe USA is “Far From Expected”. « smartbrandblog Says:

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