Strategic Meetings Marketing to Support Destination Sales Efforts & Growth

Throughout the five years of working together, Digital Edge was poised to support the growth of the destination, maintain strong awareness for the new product and generate more business opportunities for the Visit Lake Tahoe team.


Author: Melanie Cornwell


Visit Lake Tahoe needed a meetings marketing agency they could trust that was poised to support the growth of the destination as it geared up for the opening of the new Tahoe Blue Event Center and unveiled its new branding. Working together for half a decade now, Digital Edge developed a comprehensive program of work aligned with the Visit Lake Tahoe team’s goals.

landscape photo of Lake Tahoe mountains, lake, and forests


Digital Edge started working with Visit Lake Tahoe when they first began their destination sales efforts five years ago. The partnership started with a comprehensive sales and marketing strategy and built a meetings program from the ground up. For the 2022 fiscal year campaign, our focus was to:


• Maintain strong awareness among targeted meeting planners of flexible meeting spaces, year-round adventures, nightlife and entertainment offerings
• Build interest among key planner audiences for the new product and facilities to build early demand for the new space
• Support the Visit Lake Tahoe team’s efforts to generate interest for the new Tahoe Blue Event Center with strategic marketing for the facility from design phase to construction to now opening across digital marketing platforms
• Continue to invest in familiarizing planners with the destination through a FAM bringing planners into market to see and experience the offerings and capture key video footage of planners in market
• Utilize an integrated marketing approach via digital media, social media, email marketing and content marketing strategies


Awe and then Some Meetings [2022]

Digital Edge updated the previous campaign to be fully integrated with the new Visit Lake Tahoe brand—reflecting the ‘Awe and then Some’ messaging which worked seamlessly with the meetings marketing strategy.

Laptop with Visit Lake Tahoe landing page on the screen
Visit Lake Tahoe Email

2022 Project Highlights

Lakefront Meetings Creative Package
Digital Media Campaign with Ongoing Evaluation and Optimization
Selling Tools
  • Development of sales sheets and a meetings eBook, plus updates, over time that are now robust, comprehensive resources and tools for the sales team
Meetings Content Marketing Campaign
  • Written web content from the beginning to help build out the meetings website, drive engagement and aligned with planners’ needs
  • Website content supported with a comprehensive social distribution program targeting meeting planners on LinkedIn and Facebook


July 2021-June 2022

Campaign Prior to New Brand


Total Campaign Impressions
(Google & Facebook Ads)


Average Email Open Rate
(Benchmark open rate is 15%-20%)


Meetings Page Views

July 2022 - January 2023

Awe and then Some Campaign


Total Digital Media Ad Impressions
(Google, LinkedIn & Facebook Ads)


Average Email Open Rate
(Benchmark open rate is 15%-20%)


Landing Page Views

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