North Lake Tahoe
It's Human NatureHow do you get visitors to stay longer and spend more? For Augustine, it’s human nature.
Adventure, exploration, curiosity — it’s all human nature to want to experience these things. With this campaign, we were able to add “visiting North Lake Tahoe” to that list, too.
Although Lake Tahoe has long been a popular destination for Northern California and Nevada residents, North Lake Tahoe as a singular brand was eclipsed by many competitors in the area. NLT needed a way to differentiate themselves from competing destinations and make a lasting impact with travelers past, present and future.
Additionally, North Lake Tahoe experienced extreme highs and lows of visitation depending on the time of year. Winter and summer were packed with visitors, while throughout the fall and spring, the destination’s local economy struggled. As such, overtourism in winter and summer became a serious concern, and our clients needed a campaign that would encourage year-round visitation alongside important stewardship messaging, ensuring visitors would keep the health of Lake Tahoe in mind any time they visited.
Taking into account industry trends, consumer journey insights, media research and more, our Visioneers landed on a simple yet incredibly effective campaign: It’s Human Nature.
Adventure, exploration, curiosity — it’s all human nature to want to experience these things. With this campaign, we were able to add “visiting North Lake Tahoe” to that list, too. This versatile campaign positioning allowed us to showcase everything North Lake Tahoe has to offer during each season, ultimately engaging on an emotional level with multiple audience personas and driving overnight visitation regardless of the season.
Our audience agreed with us wholeheartedly. Escaping to North Lake Tahoe in order to discover new adventures, explore the local towns and embrace the serenity of the region really was human nature. The results speak for themselves.
- $205MM in visitor spending
- $756 ROI for every $1 spent
- 32% ad recall, exceeding industry benchmarks
Although Lake Tahoe has long been a popular destination for Northern California and Nevada residents, North Lake Tahoe as a singular brand was eclipsed by many competitors in the area. NLT needed a way to differentiate themselves from competing destinations and make a lasting impact with travelers past, present and future.
Additionally, North Lake Tahoe experienced extreme highs and lows of visitation depending on the time of year. Winter and summer were packed with visitors, while throughout the fall and spring, the destination’s local economy struggled. As such, overtourism in winter and summer became a serious concern, and our clients needed a campaign that would encourage year-round visitation alongside important stewardship messaging, ensuring visitors would keep the health of Lake Tahoe in mind any time they visited.
Taking into account industry trends, consumer journey insights, media research and more, our Visioneers landed on a simple yet incredibly effective campaign: It’s Human Nature.
Adventure, exploration, curiosity — it’s all human nature to want to experience these things. With this campaign, we were able to add “visiting North Lake Tahoe” to that list, too. This versatile campaign positioning allowed us to showcase everything North Lake Tahoe has to offer during each season, ultimately engaging on an emotional level with multiple audience personas and driving overnight visitation regardless of the season.
Our audience agreed with us wholeheartedly. Escaping to North Lake Tahoe in order to discover new adventures, explore the local towns and embrace the serenity of the region really was human nature. The results speak for themselves.
- $205MM in visitor spending
- $756 ROI for every $1 spent
- 32% ad recall, exceeding industry benchmarks
Our hard work earned us the 2020 Visit California Poppy Award for Best Digital Campaign.
