• New Branding for South Lake Tahoe

    POSTED June 30, 2022
    Photo credit: Courtesy of Rachid Dahnoun / Visit Lake Tahoe


“Awe and then Some.” Those four words are the tagline and heart of a new brand—Visit Lake Tahoe—and marketing campaign launched by Lake Tahoe Visitors Authority to promote South Lake Tahoe. The campaign will celebrate the area’s seminal attraction, Lake Tahoe itself, and then expand to include other only-in-Tahoe experiences and attractions, such as world-class dining, nightlife, and gaming, showcasing how these touchpoints inspire “Awe and then Some.” 

“This initiative was a collaborative effort that involved representatives from the entire community to address pertinent issues that will help guide our future,” says Carol Chaplin, president of the Lake Tahoe Visitors Authority. “We appreciate that enthusiastic support and passionate input to arrive at the new Visit Lake Tahoe brand.”

As part of a 10-year vision, the Lake Tahoe Visitors Authority will strive to become known as one of the world’s leading organizations in sustainable tourism. This means balancing the organization’s mission to market the South Shore of Lake Tahoe as a unique, year-round destination with the associated social and environmental impacts, ensuring the region continues to thrive. The new Visit Lake Tahoe brand campaign will encourage newcomers to create a deep connection with Lake Tahoe, a bond that will naturally result in a passion to preserve its grandeur for generations to come. “There is a responsibility associated with promoting one of the world’s true natural wonders,” a news release announcing the campaign says, “and the Lake Tahoe Visitors Authority is proud to assume a leadership role.”

Staff and board members of the Lake Tahoe Visitors Authority talk about the new vision for responsible and sustainable tourism on the South Shore of Lake Tahoe in this three-minute YouTube video



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