Pahrump Tourism
Case Study
Project
Integrated marketing services for Pahrump Tourism
Deliverables
Brand Marketing, Advertising, Public Relations, Social Media, Creative Design, Interactive Marketing, Web Development
OVERVIEW
60 Miles West, 180 Degrees Different
As the full-service marketing partner for Pahrump Tourism, BRAINTRUST was challenged to revitalize the brand positioning of this rural, active-lifestyle, Nevada destination. BRAINTRUST delivered a fully-integrated, revamped branding campaign that has helped to drive measurable increases in visitation to the community. The Pahrump advertising creative was refreshed with a bright, bold color palette, reflecting the adventurous spirit of the destination. The new branding included out-of-home, print, broadcast and digital media placements.
The result of the campaign? Tourist visitation to Pahrump has increased 42%+.
OBJECTIVES
Located only 60 miles west of Las Vegas, Pahrump offers the best of Southern Nevada with exclusive events and world-class outdoor adventures that can’t be found anywhere in Las Vegas. From award-winning wineries and the second longest racetrack in the world to a four-day Fall Festival and a Native American Social POWWOW, the Pahrump experience represents true Nevada.
By defining and shaping Pahrump’s brand pillars, we created more awareness to the town so that we can achieve the following goals:
- Establish Pahrump as a destination that is easy to get to but hard to forget
- Attract more tourism from Las Vegas and regional markets
- Define and differentiate Pahrump from Las Vegas
- Create a positive impression of Pahrump
Interactive
Digital advertising and social media were key in the integrated strategy, with BRAINTRUST developing rich media advertising units and creative mini-games. Click to stomp grapes to make wine, or pilot a hot air balloon, the ad units yielded a 60% interaction rate.
Website
In addition to an effective online marketing campaign, BRAINTRUST redesigned and redeveloped the Visit Pahrump website. Using vibrant imagery and responsive design, the new website incorporates reservation functionality that allows the user to make a booking at one of Pahrump’s hotels, casinos or RV parks. Mobile-friendly, the site also features fully dynamic content and showcases local restaurants and seasonal events. The online campaign immediately generated strong results: Traffic to the Visit Pahrump website is up 95% YOY.
PUBLIC RELATIONS
Located an hour west of Las Vegas and an hour east of Death Valley, Pahrump is home to big attractions and events, and is “Your Base Camp to Adventure.” Set in a picturesque backdrop with breathtaking views of mountain ranges, Pahrump is the ideal place to enjoy the best of Southern Nevada. From award-winning wineries and RV Resorts to world-class golf courses and scenic outdoor trails, Pahrump holds a plethora of stories which led to an on-going public relations campaign that yielded positive media cover in local, regional and national media.
Jet-pack flights will have you and your spirits soaring
In Pahrump, Nev., about 65 miles from Las Vegas, a jet pack helps you reach new heights. The flight is above a man-made lake.
Valentine’s date ideas for Vegas visitors
By Grace Bascos, Special for USA Today
Wine tasting in Pahrump: When you think of wine in Nevada, you might immediately think of the massive, pricey lists at the fanciest Strip restaurant. But oenophiles looking for another vino experience in the desert merely have to take a day trip to Pahrump, which believe it or not, has a couple of award-winning wineries.
Pahrump Prepares for a Fantastic Fall
Summer may be drawing to a close, but the autumn events schedule in Pahrump, Nevada, is just starting to heat up.
By focusing on the active lifestyle attractions and ongoing events in the Pahrump community, BRAINTRUST executed a public relations campaign that yielded more than One Billion media impressions per year for the past three years. From Las Vegas media to USA Today and even VOGUE Magazine, Pahrump’s unique positioning has led to a successful media relations campaign with results that has been consistent for more than three years.
You can now Jetpack in Las Vegas
By PJ Perez
Leo DiCaprio did it in Ibiza. You can do it much closer to home.
Spring Valley Motorsports Ranch
By Chris Carney
Located a short 45 minutes from Las Vegas in the unassuming town of Pahrump lies one of the true hidden gems of Southern Nevada.
Stomp grapes, sip local wines at the vineyard near Las Vegas
By Jay Jones
If you want to do a little grape stomping, head to the fall harvest at this winery in an unlikely location: the southern Nevada desert.
SOCIAL MEDIA
Pahrump is the ideal place to enjoy the best of Southern Nevada; from two award-winning wineries, water-powered jetpack experiences and the race track experience at Spring Mountain Motor Resort, to lush year-round golf courses, the world’s premier firearms training institute and an abundance of outdoor trails for hiking and off-roading.
With all these points of interest set against a breathtaking natural backdrop, Pahrump held great potential for compelling social media content. As BRAINTRUST helped shape the voice and content strategy for Visit Pahrump’s Facebook, Twitter and Instagram presence, the engagement rates and total social media audience experienced astonishing growth.
