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.