Research came back with one over-riding insight: The astonishingly clear blue waters of Lake Tahoe seemed to have an effect on people: they became happier. That was the vibe, the atmosphere, the uniqueness of the geographical coordinates. The Blue became the story. (Folks were even happier after they hit the Reno casinos and won a few hundred to help pay for the trip.)
Scope of work: concept, writing, creative direction.
Scope of work: concept, writing, creative direction.
