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DRGM Issues 'Wide Open' Welcome to Nevada

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LOS ANGELES The Nevada Commission on Tourism has launched its first national television advertising with a 30-second spot that focuses on outdoor adventure.

Themed "Wide Open," the spot opens with a cowboy against a red, rocky background. He notes that if people are going to Nevada, they will need a guide. But instead of the cowboy leading the way, the scene shifts to a woman holding a copy of the state's adventure guide out the window of her SUV, followed by people participating in activities like kayaking, skiing and mountain biking. The spot also includes a toll-free number and a Web site address where viewers can order visitor and adventure brochures.

The ad was created by independent DRGM in Reno, Nev., which was hired by the NCOT last summer. Independent R&R Partners in Reno previously handled the business and continues to serve as the client's public relations shop. The NCOT decided to launch its first national TV advertising to broaden its reach, said Chris Chrystal, a representative for the organization in Carson City, Nev.

The "Wide Open" theme represents the fact that with the exception of Las Vegas and Reno, "almost all of the state is rural," said Chrystal. She added that the campaign focuses on outdoor adventure because the state's gaming and entertainment attractions are well known.

Media spending for this effort is $500,000. The ad is running on cable channels including Discovery, ESPN, ESPN2, Fox Sports Net West, Fox Sports Net West 2, Fox Sports World, Outdoor Channel, Outdoor Life, Speed Channel, Spike TV, the Travel Channel and Animal Planet, which the NCOT said are likely to attract an adventure-minded audience. The spot has a different toll-free number for each of the 12 channels running the ad so the NCOT can track results.

The campaign also includes print ads that broke in travel and adventure magazines in December. In addition, the campaign theme is appearing on the NCOT's redesigned Web site.

Previous efforts from the NCOT from R&R Partners included a print campaign tagged, "Bring it on," which was aimed at hard-core adventurers and positioned the state as a primal playground. Among those executions was an ad that showed a sweaty female mountain biker and included the copy, "You will be epic here... Here being all provocation you need to seize life by the throat and throttle it like a rag doll."

"It was not the kind of campaign that would have a long shelf life," said Chrystal. "It was meant to be edgy and drastic and grab people's attention." The new ad, she said, is designed to appeal to those who like outdoor adventure but are not necessarily hard-core, she said.