Visitors Authority wins campaign award

The Lake Tahoe Visitors Authority and its advertising agency Noble Studios were presented with the Destiny Award by the U.S. Travel Association at the annual Educational Seminar for Tourism Organizations conference for the organization’s integrated “Awe and Then Some” marketing campaign (www.visitlaketahoe.com).

The Destiny Awards event in Savannah, Ga., recognized top-tier local and regional destination marketing work that represented imaginative executions that drove measurable growth. As part of a comprehensive research-driven renaming and rebranding initiative, “Awe and Then Some” was created by Noble Studios to assist the organization’s evolving move into the future.

The campaign was rooted in collaboration between the authority, its board of directors, marketing, sales, and PR committees with Noble, officials said.

“This recognition reinforces our commitment to highlighting responsible tourism messages,” said Authority President and CEO Carol Chaplin. “Through the power of our collaboration with staff and the entire Noble Studios team, a memorable and effective campaign was developed that resonates with our audiences.”

The rebranding was aimed at locals and visitors with a special emphasis on sustainability audiences.

The “Awe and Then Some” results generated 135 million impressions, surpassed eight million views with captivating brand video, and a 602 percent increase in organic stakeholder referrals.

“Winning the ESTO Destiny Award is a rewarding achievement for both organizations,” said Noble Studios CEO Jarrod Lopiccolo. “Every stunning sunset, hidden alpine lake and beaming smile captured in this campaign reminds us why we love the magic of Lake Tahoe. It reflects the innovative spirit and passion that drives our partnership with the Lake Tahoe Visitors Authority.”