Gabbi Hall
My Role: Director of Brand Experience, Noble Studios
The Challenge: After 3+ years of the Visit Lake Tahoe brand's Awe and then Some campaign, it was time to evolve the story and continue to positing the destination as more than a vacation, but a transformation.
Solution: Visit Lake Tahoe engaged Dr. Paul Piff of the University of California, Irvine and his research team to conduct a multi-phase, scientific study on the power of awe on the South Shore of Lake Tahoe. By capturing both the scientific process and the personal journeys of participants, the documentary series positions Lake Tahoe as not just a vacation destination, but as a place of profound personal transformation and wellness.
The scientific research is used throughout the marketing funnel the reinforce the power of awe to increase happiness, gratitude and even confidence having challenging, but important conversations.
Distribution: Launched in March 2026, the documentary series is primarily distributed via Outside TV including their linear channel, streaming apps and website. It's had over 20 million+ watches across those channels, driving an 11 pt. increase in travel intent to Lake Tahoe (based on a brand lift study conducted by Outside).
Learn more about the research at BeyondAwestruck.com.
