OUR WORK
More Than Neon Lights
BRIEF
Client: Travel Nevada
Campaign: Australia Sales Mission
Target Audience: Australian travel trade and media
Travel Nevada’s sales mission to Australia marked a significant milestone, coinciding with an Economic Trade Mission and featuring the first visit by a US State Governor to Australia in more than seven years. Governor Brian Sandoval joined Travel Nevada and regional tourism partners for a series of high-level engagements in Melbourne and Sydney.
The objective was to reinforce Nevada’s importance in the Australian market while shifting perceptions beyond Las Vegas to showcase the breadth of experiences available across the state.
Travel Nevada Sales Mission
IDEA
While Las Vegas remains Nevada’s most popular destination for Australian travellers, emerging visitor trends indicated growing interest in rural and outback Nevada. The sales mission was designed to reflect this evolution by presenting Nevada as a destination offering far more than its iconic neon lights.
The program highlighted experiences including Highway 50 – The Loneliest Road in America, Great Basin National Park, the Gateway to Death Valley National Park, historic ghost and mining towns, and famous film locations across Nevada’s desert landscapes.
Exclusive events in Sydney and Melbourne brought this story to life for key travel trade, media, and airline partners, combining destination storytelling with entertainment, including a special performance by visiting Cirque du Soleil artists.
RESULTS
Delivery of sales mission events in Sydney and Melbourne
Engagement with key Australian travel trade, media, and airline partners
High-profile participation by the Governor of Nevada, reinforcing destination credibility
Shifted perception of Nevada beyond Las Vegas to include rural and outback experiences
Strengthened awareness of Nevada’s diverse landscapes and road trip opportunities
Enhanced trade understanding and confidence in selling statewide Nevada itineraries
