Case Study: Reno Tahoe USA Reverses Tourism Decline with Mortar Advertising

Reno Tahoe USA boosts tourism after 13 years of decline with Mortar Advertising

Reno Tahoe USA faced a significant challenge after 13 consecutive years of declining tourism, as their core audience was no longer gambling at previous rates. They hired Mortar Advertising to develop a fresh marketing approach to address this problem, involving brand strategy, advertising, and media planning.

Mortar Advertising's solution was to target Bay Area millennials headed to Tahoe with a campaign that highlighted Reno's gritty and authentic counter-culture. The creative work included new messaging, outdoor billboards, radio, and social media to provocatively position Reno as a compelling alternative. The vendor's campaign was highly successful, reaching 80% of the Bay Area audience at least eight times and reversing the declining tourist rate for the first time in years.

Reno Tahoe USA