The Great Redirect

Fellow Kids, agency of record for the new Caesars Republic Lake Tahoe, has launched The Great Redirect, a campaign built for the region’s most important guests: weekend warriors.
These are the families and friend groups from driving distance markets, people who rarely plan months ahead but are always ready to try something new. The Great Redirect taps into that spontaneous spirit by comparing Lake Tahoe to world famous destinations like the Czech Republic and Lake Como, positioning Lake Tahoe as an equally, if not more, compelling choice right in their backyard.
The campaign comes to life across multiple channels, meeting people where they are and catching them off guard. Billboards along key driving routes mimic the look of classic travel posters for far off places, only to redirect attention to Tahoe at the last moment. On social media, both paid and organic content blends quick hit videos with clever rug pulls, setting up the “destination misdirect” before delivering the reveal.
“Plenty of people in our target market have flown across the world but haven’t experienced Tahoe in their own backyard,” said Guto Araki, Fellow Kids CCO. “This campaign redirects that impulse to ‘go somewhere else’ into discovering something spectacular that’s just a drive away.”