New brand brings sizzle to state image
April 10, 2013
Nevada's new brand campaign, "Nevada: A World Within. A State Apart." was unveiled Tuesday by Gov. Brian Sandoval, Lt. Gov. Brian Krolicki and Tourism Director Claudia Vecchio.
"From the glittering lights of the Las Vegas Strip, to Lake Tahoe, to the brilliance of Valley of Fire State Park and Cowboy Poetry in Elko, the brand we introduced today embraces each of Nevada's treasures," Sandoval said. "Today, we are celebrating what makes us Nevada, and I invite all Nevadans to join me in discovering our world within and our state apart."
Conceived by advertising agency Y&R, the brand launched today captures what makes Nevada, Nevada. The state, which will celebrate its 150th anniversary of statehood in 2014, is composed of vast and extraordinary natural, cultural and entertainment resources. "A World Within. A State Apart," seeks to highlight all of Nevada through television commercials, new websites, and interactive, downloadable apps.
The spring-summer television commercial, which begins airing Monday, in Los Angeles, San Francisco and Phoenix, is highlighted by a contemporary recording of the song "Don't Fence Me In" from the Las Vegas-based rock band, The Killers. State agencies will begin to integrate the brand across agency websites and collateral materials.
"When the Nevada Commission on Tourism was approached by the governor's office to help create a statewide brand, we recognized the potential a compelling brand has on driving both domestic and international visitation," said Krolicki, Tourism Commission chairman. "It makes good sense to launch this initiative with Tourism Commission providing significant creative resources to enhance the effort."
"Brand development is a unique challenge and we look forward to working with all state agencies to convey a collective voice to key audiences," Vecchio said. "Consumers are bombarded with thousands of messages each day. Ensuring a clear, compelling brand message is essential for our success."