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It’s no longer enough to create promotional content that simply lists a destinations’ attractions. Content that actually engages and informs readers to form relationships and build loyalty is the new reality in destination marketing.
Navigating a new world of stand-up paddle boards and mountain bikes can be overwhelming for the uninitiated. It’s also big business for outdoors destinations like Lake Tahoe.
In an effort to inform, and perhaps inspire a visit, the resort town’s visitor bureau is launching a new marketing campaign that simplifies the process of participating in human-powered sports in North Lake Tahoe.
The campaign covers which trails are the best for mountain biking, what to wear to SUP Yoga, and who to trust when learning trapeze artistry.
Lake Tahoe shares the insights via an e-book and infographic as well as how-to videos and shorter 15-second highlight spots.
The campaign is being spread solely on social media with the biggest investment on Facebook followed by YouTube and Twitter.
The distribution is largely focused on the West Coast, specifically Southern California and the Bay Area, where 60 percent of its visitors come from.
Learning about a new bike trail or trapeze teacher wouldn’t be enough to inspire a trip across the country so it’s wise for Lake Tahoe to focus on the campaign on its nearby California markets.