There's a new plan for attracting more tourists to the Reno-Tahoe area, and it starts with a new logo.

The Reno-Sparks Convention and Visitors Authority revealed the logo, along with a new branding campaign, Thursday.

"It really, I believe, is a game-changer for the region," Reno Mayor Hillary Schieve said of the re-brand.

The RSCVA hired a firm to do some research and learned that there are some roadblocks to attracting visitors; namely that people have mixed feelings about what they'll find here. And unless they're big on gaming, they don't typically come back. So they're hoping to change some attitudes by showing off the area's best features.

They want to emphasize Reno-Tahoe's contrast-- that visitors can ski, climb, kayak, and tour craft breweries all in the same day. They say our area is a perfect place to have new experiences, cut loose, and make memories; preferably those that get posted and shared on social media. In fact, they are working with "social influencers," those who have lots of followers on social media, to spend time in the area and post about their experiences.

They'll emphasize art, outdoor activities, and one-of-a-kind events like Burning Man.

"We are looking toward more Generation X and Millennials," RSCVA Executive Vice President Jennifer Cunningham said. "We are not ignoring the Baby Boomers and the older generations, but the hotel casinos do a tremendous job promoting and speaking to that demographic."

And they say there's a lot more money in the budget to market the region, thanks to all the economic growth over the last few years. They're focusing the campaign on the Bay Area, Seattle, and LA starting next week. The print, outdoor and digital campaign, which cost more than $4.4 million, will run through the remainder of 2017.