Travel Nevada
“Get a Little Out There” Brand Campaign
Travel Nevada needed to expose the world to the wonder of Nevada. Its remote outskirts. Its hidden gems. Noble Studios created an integrated advertising campaign designed to encourage locals and visitors to explore all the Silver State has to offer through the brand line “Get a Little Out There.”
Encouraging Visitors to Explore the Heart of Nevada
The goal of the new integrated brand campaign was to shift perceptions of the state away from “just desert and Las Vegas” toward a place of excitement and curious contradictions. All of this was done to support Travel Nevada’s mission to generate awareness and increase tourism for the state’s overlooked and under booked destinations — the Nevada beyond Lake Tahoe, Las Vegas and Reno.
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Three Key Opportunities
Change the perceptions that Nevada is just Las Vegas, Reno and desert
Elevate the brand to stand toe-to-toe with competing DMOs, such as Arizona, California, Idaho, Montana and Wyoming
Create a brand that was an evolution, not a revolution — careful to keep valuable brand equity and recognizable elements, like the logo, in place
Highlights
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63.4
M
Campaign Impressions
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+70
%
YouTube Impressions (YoY)
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+133
%
YouTube Click Through Rate (YoY)
A Curiously Uncommon Approach
Following the pandemic, the Travel Nevada brand demanded new energy. The new brand platform defined the organization’s Purpose, Principles, Personality, Promise and Vision, which led to a need for everything from new colors to new icons and patterns — while still respecting the integrity of the existing logo. The platform put strategic guardrails on our studio’s creativity. Guardrails that ensured — no matter the campaign touchpoint — our brand strategy positioned Nevada as vast and varied, curiously uncommon and wild at heart.
Creating a Brand That is a Little Out There
Noble Studios — in collaboration with Travel Nevada and Fahlgren Mortine — worked to create a brand that captured the spirit of the traveler audience personas. Our team did a ton of research. We looked at the MRI-Simmons Audience Profile to gain deep insights into the inclinations and desires of potential Nevada visitors and utilized custom research conducted by Futue Partners and Wiser Insights. From the research, we developed the brand position that Nevada is a little out there – both literally and figuratively.
Off-Beat Solutions for an Off-Beat State
With the brand platform firmly in place, the “Get a Little Out There” brand line was born. This line speaks to the number one goal of getting people out of the cities to explore the heart of Nevada. It’s an invitation, encouragement and call to action to seek our uncommon variety, curious contradictions and to go do and explore. From there, the work took on a life of its own as Noble Studios put together a new color palette, typography, iconography, photography and a robust brand guide. We created social and print ads using lyrical copywriting, inspired by Nevada’s cowboy poetry. Noble developed a mantra video and a YouTube video series, traveling 2,300+ miles and visiting over 24 locations to showcase all the Silver State has to offer. We also refreshed the website design to reflect the “Get a Little Out There” brand.
Introducing “Get a Little Out There” to the Silver State
The “Get a Little Out There” campaign launched in-state on Nevada Day 2023. We showcased the new brand at the Nevada Day Celebration in Carson City with a swag table, a wrapped car for the Lt. Governor’s parade and even a branded beer at a local brewery. We also employed various paid media marketing channels to broadcast the state’s rejuvenated brand, including in-stream video, paid social media, email and online display to reach targeted audiences and attract potential visitors.
Outcomes
The “Get a Little Out There” campaign stands as a testament to the power of strategic marketing, comprehensive research and creative storytelling. With 63 million campaign impressions in Q3 and 1.7 million YouTube impressions, we were able to successfully encourage both visitors and Nevadans alike to explore the hidden gems in the heart of the Silver State.
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63
M
Campaign Impressions
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1.7
M
YouTube Impressions
-
6
K
Leads from Meta Lead Generation Campaigns
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6.9
M
Flipboard Ads Performance
Awards
- AAF District Addy Awards Silver | Cross-Platform Integrated Campaigns
- AAF Reno Addy Awards Gold | Copywriting
- AAF Reno Addy Awards Gold | Film, Video, & Sound Single Spot – Any Length
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