The ad shows two hands forming a heart and framing a winter scene looking over Lake Tahoe.
Commission spokeswoman Bethany Drysdale says this is the first time they’ve focused solely on the Lake Tahoe area.
“Especially now when people are really, really being choosy with where they’re going to go on vacation. We can’t necessarily sell the whole state to everyone so we’re really pinpointing Lake Tahoe and Reno as a winter destination right now."
The new ad will run through January and targets winter enthusiasts who take at least one overnight ski or snowboard trip a year.
Last ski season, many resorts closed earlier than normal because of the poor economy and fewer skiers showing up on the slopes.
Target cities for the new ad include the Bay Area, Seattle, Dallas and Chicago.