Gabbi Hall
My Role: Creative Director, Noble Studios
Goal: To show Chicagoans the uncommon curiosities and wide-open wonder that contrasts the congestion of city life and inspire travelers to Get a Little Out There in Nevada.
Insights: During the pandemic, Chicago proved to be an emerging marketing for Nevada tourism. Folks looking to escape the city craved the wide-open roads of Nevada and direct flights to Reno and Las Vegas made it easy to access. Post-pandemic, we wanted to build on that momentum with a physical activation. Research about the DMA showed that there was a strong interest in outdoor activity. We also learned that, due to light pollution, you can only see about 40 stars in Chicago night skies. However, in Nevada, you can see thousands because the state is the proud owner of some of the darkest night skies in the lower 48.
Solution: Travel Nevada took a multi-pronged approach to promote stargazing and wide-open Nevada spaces including a brand partnership with Adler Planetarium, a virtual-reality experience and pop-up in downtown Chicago and OOH advertising with a particular emphasis on transportation placements.