first_imgTravelNevada (Nevada Division of Tourism) has launched its new Fall/Winter integrated marketing campaign, which continues its successful outreach to millennial and adventure travellers.The new campaign features an enhanced digital experience on, new photography and videography featuring genuine Nevada characters, creative executions in key markets such as Los Angeles, and a new email marketing program that offers personalised content.TravelNevada, since 2013, has been using a ‘Don’t Fence Me In’ integrated PR and advertising campaign, featuring a custom rendition of the famous cowboy song recorded by The Killers, to market tourism.As per Claudia Vecchio, director of the Department of Tourism and Cultural Affairs, the approach continues to drive results for Nevada’s economy.“We use research to inform our strategy and test our approach, and we know that the younger audience doesn’t want ads, they want stories,” Vecchio said. “Our studies demonstrate that the more we focus on real characters that embrace freedom and individuality in travel, the more our campaign resonates with our audience.” According to Nevada’s flagship study on integrated marketing return, TravelNevada’s goal for the current Fall/Winter campaign is to exceed the FY16 campaign return of 63 to one, which means that for every dollar spent on tourism marketing, approximately $63 is returned to the state through state and local taxes.last_img