Trail Mix

Not everyone goes to Nevada just to play the slots.

Some go there to golf, others to kayak. And the Nevada Commission on Tourism (NCOT) is reaching out to them based on these interests.

For example, it has a golf guide showcasing more than 100 courses — it's available in print and online versions.

Motorcycle enthusiasts can find out about routes and rest stops. Skiers are able to read up on Nevada's slopes (are those girls pictured in the snow really wearing those skimpy outfits?). And there's plenty of material for people interested in the local Native American tribes. NCOT also offers a general tourism guide.

Prospects identify their interests when requesting brochures and downloads. In addition, NCOT gets insights from Ruf Strategic Solutions' clustering system. It uses that data when making media buys and to enhance the information it already has on prospects.

Of course, NCOT will serve up all this content in both digital and hard-copy formats. But there's no question that it prefers to do it online.

Sending the pieces to “anyone who sent in a reader service card was very expensive,” says Jake Ruf, vice president of Ruf Strategic Solutions. “We knew there had to be another way of giving that information to them.”

Is all this working? It seems to be. A study last year showed that 42% of those who requested and received information — regardless of format — visited, lengthened their stays or added extra cities to their itineraries.