Instead of focusing on Nevada's obvious attractions, such as Las Vegas or Lake Tahoe, the tourism commission is using its Web site to inject some attitude in the marketing of out-of-the-way areas. "Rural areas are constantly suffering," says Joseph Hicks, Internet service manager for the tourism commission. "This is our effort to try to interest travelers in our rural sector."
The Adventure Guide was developed after focus groups from neighboring states picked up on a burgeoning interest in hard-core adventure travel. The site features a new slogan, "Bring it on," and describes the state as "a primal playground where adrenaline poets like you can thrive." The guide highlights such pick-your-poison activities as hiking, biking, climbing and even sandboarding. It also includes a list of Nevada's Top 10 Challenges.
The site was developed by an outside advertising agency and fine- tuned by the state at a cost of about $80,000. Although the site, and its accompanying mini-movie, are stylized in a brash, hip manner, the adventure idea is luring visitors of all ages. "We hit a nerve here," Hicks says. "In our culture, all kinds of people are doing all kinds of things." Thus far,17,000 site visitors have requested information.
