Since 2016, I’ve had the pleasure of serving as one of the key voices of North Lake Tahoe, planning and implementing the world-renowned destination’s content marketing strategy. In this capacity, I’ve supported the broader marketing and public relations team in plotting out blog, website, and email marketing campaigns.
Bringing Breathtaking Tahoe Blue To The Masses
As North Lake Tahoe’s content strategist and coordinator, I was charged with the duty of collaborating with my peers in public relations and social media to develop consumer-facing blog and e-mail newsletter content meant to attract overnight and daytime visitors from the region’s flight and drive markets. This process entailed establishing the brand’s voice and tone, conducting immersive boots-on-the-ground research about the region, writing and publishing content to North Lake Tahoe’s blog feed, physical collater and email marketing list—as well as managing the brand’s email marketing database in Mailchimp. Periodically, I was also tasked with developing and executing market research programs via survey.
The content strategy I developed, executed and assisted the broader team with was based around seasonal travel patterns, notable holidays, and the region’s marquee events like the Spartan Race, Autumn Food & Wine, Independence Day, the holiday season and New Years Eve. During the spring and autumn shoulder seasons in particular, it was important for us to develop compelling content to attract visitors during Tahoe’s “secret season”. Content pieces typically involved providing users with immersive guides to local activities, insider explorations of local vendors, travel itineraries and, in the wake of disruptive events like the COVID-19 pandemic and regional construction, crisis/safety communications.
This resulted in award-winning content marketing campaigns like Treasures of Tahoe, which explores special experiences in Tahoe off of the beaten path and was designed to pique visitor curiosity while teaching them something new; and Tahoe’s Local Luminaries series, which highlighted the stories of notable Tahoe locals and helped prospective visitors to understand the region through regionally familiar eyes.
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Our Work at North Lake Tahoe – The Abbi Agency
North Lake Tahoe Marketing Cooperative Wins Big at Visit California Poppy Awards
Public Relations Society of America’s Award of Excellence – North Lake Tahoe in Audio, Video, Webcast for Local Luminaries