The Lake Tahoe Visitors Authority will roll out a new $2.5 million advertising campaign during a public event on Wednesday.
The campaign, "The Blue World," will be unveiled during an event that begins at 5 p.m.
at Harrah's South Shore Room.
The media buy for the campaign which includes magazines and other outlets will run about $1.5 million, said a spokesman for the association.
Bill Chernock, executive director of the Lake Tahoe Visitors Authority, said the campaign is an effort to create an emotional pull for the region to replace previous retail-based advertising.
The new campaign comes on the heels of major redevelopment efforts in downtown South Lake Tahoe, including the opening of two new Marriott resort properties and the new Marriott Village.
