Whatever you may think of it, it is at least a proactive attempt by the Governor to publicize the state and its uniqueness. While the slogan itself is just part of the advertising campaign, it is meant to complement the state’s official motto of “Battle Born.” It has prompted a great deal of criticism in the press.
As Shakespeare famously said “A rose by any other name would smell as sweet.” The new slogan is merely the latest attempt to cast Nevada in a more aromatic embodiment.
Some critics of the new appellation have said that it is merely a makeover of the famous “Reno, Reno” slogan of yesteryear. That slogan was developed by the RSCVA’s advertising man, Roy Powers, in consort with the ad agency Media Consultants headed up by long-time Nevada communications personality Bob Carroll.
In speaking with Carroll about the famous pitch line, he noted that it was designed to show both sides of the Reno experience. One side of it was dedicated to the many seasonal outdoor recreations that were abundant in the area and the other side was to show the excitement of the nightlife and gaming. To get the message across, a well-known TV personality named Jesse White, who had become famous as the Maytag repairman, was hired. The campaign went on for many years and was well received because it showed the diversity of northern Nevada.
Another reason the “Reno, Reno” title was chosen was that it blended perfectly with the additional tagline “Twice as Friendly.” This was in response to what Carroll and Powers had learned from numerous focus groups that informed them that The Biggest Little City was viewed as a friendlier place than its rival Las Vegas.
Many slogans have come and gone for both Reno area and the state but none can rival the enormously successful “What Happens in Vegas Stays in Vegas” that gained national prominence.
As for the state itself, the best slogan thatwas developed in the past was “Nevada-Bet On It.” It was created by the Tyson Curtis and Wilson Agency in consort with Nevada Economic Development Authority. The subliminal message even promoted the hush-hush experience of gambling without referring to it by name.
The worst slogan recently adopted by the RSCVA was “A little Bit Left of Center.” In addition to being almost incomprehensible, it was succeeded by an equally nebulous slogan “Far from Expected.”
Whatever the case may be, we are sure to see many more attempts to cast Reno, Vegas and the state itself in a more provocative light. It is a sad commentary on the creative process that we cannot adopt an enduring slogan such as “The Big Easy” of New Orleans, “The City with Broad Shoulders” of Chicago, “The Big Apple” of New York or “Virginia is for Lovers.”
Harry Spencer is a long-time northern Nevada resident.