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Welcome to the November edition of the Lake Tahoe Visitors Authority South Shore Bulletin. Our goal is to highlight tourism trends, strategy, initiatives, and programs that increase visitor awareness, support our community and environment, and strengthen our economy.

A Year in Review – Report & Video

In this bulletin, we aim to celebrate our successes and recovery following an eventful 2021-2022, which included effects from the pandemic, wildfires, and the launching of our new brand. You can read our Year in Review report here, and watch our Year in Review video, here.

 

Marketing Update – Fall Campaign

Fall creative was launched across all media channels in September. Target markets included San Francisco, Sacramento, Los Angeles, San Diego, Las Vegas, and Seattle/Portland. In addition, we deployed three email campaigns via Outside Magazine, Sunset Magazine, and one to a sustainability audience.

The display click through rate increased by 10% with the fall creative, and paid social increased by 37%, both outperforming the industry benchmarks. The conversion rate increased by 17%. Interestingly, the sustainability audience had a 1.47% CTR for social (0.90% benchmark) and 2.30% CVR (0.54% for all other placements)

Staff and the Marketing Advisory Committee have reviewed the new winter creative which will be presented for approval at the Board of Directors meeting in November. The winter campaign creative will be launched shortly thereafter.

 

Sales Update

Brand USA European Travel Week took place this September in Frankfurt, where Visit Lake Tahoe was represented by Director of Leisure Sales, Juraj Sojka. Juraj conducted 36 one-on-one appointments with tour operators from the U.K., Ireland, Germany, Switzerland, Austria, Italy, and Spain, ensuring that the Lake Tahoe product and its development is available prior to the upcoming booking season.

 

In cooperation with United Airlines, Gate 7, Visit Lake Tahoe’s representation in Australia conducted a familiarization tour throughout northern California in October which included Lake Tahoe on their itinerary. Qualified top-producing travel advisors from Sydney, Melbourne, and Brisbane spent two nights at our destination, exploring everything Lake Tahoe has to offer. The knowledge gained from this visit will help ensure Lake Tahoe is included in their client’s future itineraries, and will boost visitation from the Australian market.

 


Community News, Industry