The Reno Sparks Convention and Visitors Authority's first attempt a a new marketing brand--"a little west of Center" drew puzzled looks and no applause.

So, the RSCVA hit rewind, went back to their research and Thursday was back at the table with another idea, one it hopes will help bring visitors to our area in a tough tourism economy.

Are you ready? It's "Reno Tahoe USA, Far From Expected."

Early examples give a preview of what's to follow, a guerilla-style, almost anti-marketing approach to marketing which plays on what makes us a different sort of destination, at least in the view of the marketing experts.

The concept is accompanied by a manifesto which could appear as a print ad.

It says, in part, "it's time someone stood up for all that's unique and offbeat and true. For the last few things the suits haven't commercialized, homogenized or suck all the fun out of. This is Reno Tahoe USA, the home of boarders and burners, balloon races and burgers as big as your head.

You get the flavor.

RSCVA CEO Ellen Oppenheim says the slogan used in recent years, "America's Adventure Place" was true and factual. We really do have all those ski resorts and golf courses, but "It was fact-based, but people are making decisions on travel on a more emotional basis."

Rebranding efforts have usually run into opposition from locals long proud of Reno's historic brand, "The Biggest Little City in the World."

That slogan which has appeared on Reno's downtown arch since the 1920's and dates back at least a decade further will remain. Oppenheimer says a marketing brand is a different animal and an important one.

"People are traveling less," she says. "We need to turn around the visitation trend. It's going the wrong way. We need to reach out to those potential visitors and give them a compelling reason to come here."

The new slogan she says is backed by extensive research into what first time and repeat visitors think of us. It's all about the visitors, she says, but she hopes locals won't throw rocks at the new idea.

"I hope the community will get behind it and embrace it as a compliment to the Biggest Little City, and Sparks' identity and north Tahoe's and it's really going to work to bring visitors here."