Ever been to San Francisco in the summer? Oh wait, there is no summer in fog-ridden San Francisco. A new marketing campaign for North Lake Tahoe targets San Franciscans who are looking for a real summer getaway. It emphasizes how conveniently close beautiful North Lake Tahoe is with the tagline “Real summer. Real close.” With temperatures up to 20 degrees warmer in the mountains and sunny days, North Lake Tahoe has the perfect summer weather to enjoy the multitude of outdoor activities.
Agency School Of Thought is behind the idea that focuses on what San Francisco lacks in a true summer season. Ads show fog rolling in over a summer kid’s party, children at the beach in parkas and foggy golf courses. An outdoor board featuring fog over the Golden Gate Bridge boasts the headline “Don’t call it Frisco. Or summer.” That speaks directly to San Franciscans.
The campaign includes TV, radio, print, outdoor, transit and online advertising and solely targets San Francisco, which is the market with the highest draw to North Lake Tahoe.