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Despite stalled growth in China, Brazil and Russia, a wave of newly middle-class travelers from the BRICs and beyond will start visiting international destinations in the coming decades — dwarfing the numbers we’ve seen thus far.
This is the first we’ve seen of a tourism board getting truly digital savvy in its marketing efforts in an attempt to take its message mainstream, and could be the first in a new tourism ad trend.
Nevada’s tourism challenge is not boosting Sin City, but Nevada itself. The problem is that most people think the former is the landing strip for the latter. A new campaign by communications firm Burson-Marsteller and BuzzFeed is about changing that perception with a digital road show involving two BuzzFeed editors tooling around the state, reporting on different attractions and general Nevada must-sees.
The effort includes tweets, video and images of such things as Nevada’s ghost towns and ski resorts.
Michael Bassik, chair of U.S. digital practice at the agency, says…”We selected BuzzFeed as a partner because we had envisioned a perfect marriage of paid content and advertising working with a story of Nevada reaching a target that includes younger travelers,” he says.