North Tahoe resort returns to roots in its new ad campaign

The retro look is back at Lake Tahoe's Cal- Neva resort, in a marketing campaign developed by Ding Communications of Reno.

When Sentry Hospitality purchased the property recently, it called for

an image makeover.

Rather than promote the Lake Tahoe region, as was done previously, the current campaign springboards off the Cal-Neva's celebrity-studded history, says Ding's Greg Fine.

Among the celebrities that once graced the Cal-Neva: Club owner Frank Sinatra.

Beauty queen Marilyn Monroe.

Rumor has it that John F.

Kennedy dropped by for a dalliance, says Fine.

The Cal-Neva is a property in transition, he says.

"We wanted to put a personality on it, to bring out its rich history.

The reputation for it is its reputation: a hang out for Frank Sinatra's Rat Pack," he says.

The radio and television campaign airing in California's major metro markets evokes imagery from the Cal-Neva's historical hey-day under Frank Sinatra's stewardship.

The radio spot recalls,"You can hear Marilyn cooing in the showroom." In a tone of cool '40s aplomb, the radio spot references Mr.

Style himself, and concludes," That, friends, is flair."