Challenge
North Lake Tahoe Tourism needed to increase winter visitation during offseason and early season months, a period historically underperforming compared to peak holiday weeks. The campaign had to reach specific traveler demographics while showcasing the area’s unique off-season experiences.
Approach
I directed creative development for a multi-channel advertising push, including digital display, social media, out-of-home, and in-market print. Working closely with the media team, I aligned design with targeted messaging for adventure seekers, families, and couples. I utilized high-impact photography and strategic typography to position North Lake Tahoe as a must-visit winter escape. Design variations were tested for engagement and click-through rates, with creative refined in real-time based on performance data.
Outcome
The campaign exceeded booking projections, generating a 15% year-over-year increase in early-season lodging reservations. Engagement rates on digital ads outperformed benchmarks by 13%, and the work was recognized in regional tourism marketing awards for both creativity and effectiveness.
These NLT Display ads show a glimpse of the insight into targeted ads at different audiences/personas while also using the winter seasonal color palette to elicit a cooler feeling on the time of year.