State targets nearby states with ski-season campaign

Nevada's advertising for the ski season in the Sierra Nevada this year targets nearby markets rather than distant cities.

Lt. Gov. Brian Krolicki, chairman of the Nevada Commission on Tourism, said last week that the campaign reflects research that shows that travelers still are taking trips during the recession, but are booking shorter journeys closer to home.

With that in mind, the ski-season advertising campaign that was launched in mid-November targets visitors from California, Utah and Arizona.

The campaign's television buy includes commercials on broadcast channels in San Francisco, Los Angeles and Phoenix.

The online component of the campaign will reach visitors through geo-targeting in San Francisco, Los Angeles, Phoenix, Fresno, Las Vegas, Sacramento, Salt Lake City, San Diego and Bakersfield.

Display ads will direct visitors to a winter landing page that showcases Nevada's winter recreational opportunities Nevada has to offer.

In a new promotion, potential visitors can enter a bi-weekly sweepstakes offered on the Travel Nevada Facebook page for a chance to win prizes that include hotel accommodations and ski lift tickets.

Claudia Vecchio, director of the Nevada Department of Tourism and Cultural Affairs, said the Commission on Tourism is tracking the advertising closely to make sure it' reaching the right audience consumers with the money and desire to travel to Nevada for a winter vacation.

The commission also negotiated bonus television airtime, which will include exposure on "Jeopardy" and contests and vignettes on "Better Arizona" and "Sonoran Living."

The advertising campaign, like other work by the Commission on Tourism, is funded entirely by a portion of the state lodging tax.