Marketing Department

Our marketing efforts are featured in a Google case study based on the results of the 2009/2010 winter/ski campaign. Various media channels were used during the winter campaign including Google’s in-stream video product. The in-stream video ads resulted in 8 million views and a 33 percent increase in consideration of Nevada as a vacation destination among the target audience in the selected markets. Google invited Deputy Director of Marketing and Advertising JoLyn Laney to be a panelist during the keynote presentation at the Destination Marketing Association International (DMAI) conference July 21-23 in Fort Lauderdale, Florida. Laney spoke about NCOT’s successful marketing strategy of shifting advertising funding from traditional marketing channels to online.

In addition, the winter/ski campaign resulted in a positive return on investment of $22 generated in tax revenue per ad dollar spent. That compares to a ROI of $15 to $1 in 2008. Moreover, the advertising generated $36.6 million in state and local tax revenue, which is a $6.2 million increase over last year’s campaign. Overall awareness of Nevada as a winter vacation destination also increased to 39 percent from 32 percent in 2008. That equates to two out of five panelists participating in the TNS study observed or remembered an NCOT ad! And those aware of NCOT ads claimed a higher intent to visit.

In preparation for winter 2010/2011, we are in the process of editing a new 30-second and 15-second ski television commercial that encompasses what a vacation is all about – the joys of life. To complement the new TV spot, we are designing winter/ski print ads that will be placed in select publications this winter. But before we bid farewell to summer, we are planning to capture the essence of a Nevada summer in a video shoot next month. The footage will be used to produce a new summer television commercial for the spring/summer 2011 travel season.

We are continually updating the events and shows listings on TravelNevada.com. Events are a huge driver for tourism, and the events and shows page is highly viewed by visitors to the site. If you have an event coming up, please send your information to events@travelnevada.com. We also post travel packages on our site for visitors to peruse in their search for travel deals. Let us promote your packages. All you have to do is submit the details online at Partners.TravelNevada.biz. It’s a free service!

As the Virginia and Truckee Railroad long and short lines began running between Carson City and Virginia City for the summer season and the nation celebrated the third annual National Train Day on May 8, 2010, we launched a new website dedicated to Nevada’s railroad history. NevadaTrains.com is a comprehensive site including information about train museums, tourist train rides and the significance of the railroad in defining the Silver State.

The Governor’s Conference on Tourism is returning this December. Plan to be at the Peppermill Resort Spa Casino in Reno, December 7-8, 2010. This year’s conference will focus heavily on analyzing current travel trends in order to understand how the recession has impacted the behavior of today’s traveler. Look for e-mail updates in your in-box and check out GovernorsConference.org. Sponsorship opportunities are available. For more information, please contact Dann Lewis, director, Nevada Commission on Tourism, at dhlewis@travelnevada.com.