Nevada is launching a fresh tourism campaign focused on attracting adventure-loving millennials to the state — especially to the rural areas less trafficked than Las Vegas.
The Nevada Commission on Tourism voted Wednesday to approve the new fall/winter advertising blitz, which includes two new commercials that will start running in Nevada and in neighboring states in mid-November.
The spots feature travelers who make friends with a wide array of memorable Nevada characters, including bikers, famous chefs and cowboys.
Market research used to develop the campaign found that most people have no idea what Nevada has to offer tourists outside Las Vegas. People interviewed beforehand mostly had neutral or negative opinions about the area, considering Nevada "a vast emptiness, a barren desert or lacking things to do," according to research by Destination Analysts.
