The RSCVA voted to move forward with a campaign that will likely replace the slogan 'America's Adventure Place.'
The personality and tone of this new marketing effort is 'Refreshing Offbeat,' but, the marketing committee has to go back to work on how to roll out a new slogan.
The idea was to re-brand the market as "Refreshingly Offbeat" with a campaign of 101 quirky things in Northern Nevada. The RSCVA proposed that the ads would feature the tagline 'a little west of center.' But, many including Reno Mayor Bob Cashell, called that tag line an embarrassment. "West of Center doesn't do anything for me. It embarrasses me; it embarrasses the city of Reno." He added, "I think you're making a laughing stock out of the city." However, the RSCVA did not approve the 'west of center' tagline.
RSCVA Marketing Manager Michael Thomas says they're excited to move forward, but rethinking the slogan will take more time. Still he hopes to roll out the 101 campaign by January 2010.
The initial campaign would expose people in Sacramento, the Bay Area and California's Central Valley to 101 random things about the region. It would promote things like Elvis' gun collection housed at Sierra Sids in Sparks and the Little Nugget's Awful-Awful hamburger that many say is bigger than your face.
Stephen Ascuaga of John Ascuaga's Nugget says in light of the recession he hopes the RSCVA moves forward soon before the "toughest winter this destination will ever face."
He says ‘America's Adventure Place' as a slogan was a hard sell because the region couldn't deliver the adventure the campaign promised.