As a board member on the American Marketing Association and a proud Reno-ite, I was definitely not going to miss the Reno AMA's latest luncheon that unveiled the new brand for Reno-Tahoe. with the excitement mounting, I walked into the bustling room and saw the fresh new look that is now Reno-Tahoe.

As a Millennial, I identified with the brand right away, which we later found out was kind of the point. Reno has long been known for its gambling scene, its gritty past, and basically being Las Vegas' ugly little sibling. Whereas Tahoe evokes images of beautiful mountains, amazing skiing, and stunning trails. So how do these destinations marry? How do you educate the public about Reno's transition to coolness(yes, I used the word coolness...)? How do you excite people about the area as a whole?

The answer is.... you embrace the contrast. Embrace the grit and the beauty, the party scene and the nature scene, the old and the new. I really liked the idea of embracing this clash of worlds, because really, we all have a little Reno and a little Tahoe in us. I envision kayaking through downtown on the Truckee and parking it for a beer at a local bar. That is the spirit of the community to me, we have everything at our fingertips and the luxury of choice.

Reno-Tahoe's new brand embodies this feeling. One of my favorite things that was said was that we can "rock climb downtown or rock out on a mountain." The data behind the campaign confirms that the Millennial target market will identify with this position. Millennials do not want to be labelled, they want adventure, they are ambitious, and they are travelling. When you consider these traits, Reno-Tahoe really is the perfect vacation for this audience. The creative for the campaign is fresh looking and modern, showcasing fun, adventure and that label-busting attitude that Reno-Tahoe shares with their Millennial audience.

I personally love the direction of the brand and the campaign. As a Reno local, a marketer, and a Millennial, I can say that the data makes sense, the creative is great and the campaign is very identifiable.

So, the questions is, has this made you want to visit Reno-Tahoe? Let me know :)