Repositioning the Brand Message for a Nevada Destination.
60 Miles West, 180 Degrees Different
Located only 60 miles west of Las Vegas, Pahrump offers an authentic Southern Nevada adventure with exclusive events and world-class outdoor activities 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. Our task was to draw more awareness to the town by delivering a fully-integrated, revamped brand marketing campaign to help drive measurable increases in visitation.
- Brand Marketing
- Media Strategy and Media Buying
- Public Relations
- Social Media
- Creative Design
- Interactive Marketing
- Web Development
A unique brand for a unique destination
By collaborating with the Pahrump community, we helped to define and shape the brand pillars of the unique destination, and with this repositioning we crafted a campaign that achieved the following goals:
- Established Pahrump as a destination that is easy to get to but hard to forget
- Attracted more tourism from Las Vegas and regional markets
- Defined and differentiated Pahrump from Las Vegas
- Improved and enhanced the image of Pahrump
Let Adventure Take its Course
The Pahrump advertising creative was refreshed with a bright, bold color palette, reflecting the adventurous spirit of the destination. The new creative applications included out-of-home billboards, print ads, broadcast, and digital media placements.
Establishing broad awareness of the rural travel destination, the evolution of Pahrump creative incorporated the surprise and delight of all the experiences available in this small community. Emphasizing the sense of discovery and connecting it to “You,” the advertisements showcased the attractions of Pahrump and influenced guests to try something new by coming to Pahrump. Featuring vibrant images of attractions and experiences helped position Pahrump as a location where you can go beyond your limits and embrace your inner explorer.
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 mountain views, Pahrump is the ideal place to enjoy casino gaming, outdoor activities, and unique events and festivals. 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 coverage in local, regional and national media.
Tourist visitation to Pahrump has increased and Room Tax revenues have increased more than 200% since the launch of the new campaign.
Far from the bustle and neon of the Las Vegas Strip, Pahrump is the ideal place to enjoy true 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 we 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.
The Visit Pahrump social media audience Grew 21,000% over a four-year period.
Digital advertising and social media were key in the integrated strategy, expanding the Pahrump brand presence into the digital space with rich media advertising units and creative mini-games. The highly engaging rich media units used gamification to allow users to play with the ads themed after Pahrump events and activities, such as clicking to “stomp grapes” or to pilot a hot air balloon. Blending creativity with strong strategic digital targeting, the ad units yielded a huge 60% interaction rate.
In addition to an effective online marketing campaign, we 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.
YOY Website Traffic
Room Tax Revenues
Increase in Social Media Audience