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As part of its mission to attract, retain and expand the business base and to enhance the overall socioeconomic development of Southern Nevada, the Nevada Development Authority initiated a public relations and advertising campaign to expose Las Vegas and Southern Nevada as a great place to do business. The objective of the campaign was to primarily target businesses in California that were experiencing the effects of the State’s economic difficulties and the prospects of increased taxation. In particular, the aim of the program was to differentiate Nevada from California (and other states) by emphasizing that Nevada has no corporate or personal income tax, lower worker’s compensation fees and an overall friendlier business environment.
The PR team for the Nevada Development Authority, led by Q ad | pr, recognized that social media, innovative marketing techniques along with traditional PR efforts would be essential to increasing awareness for its advertising campaign. Targeting pre-existing social networks, the team elected to leverage multimedia as a format for creating online word-of-mouth excitement and as a platform for communicating key messages to traditional media targets.
To kick-off its advertising and awareness campaign, themed “Kiss Your Assets Goodbye”, the Nevada Development Authority partnered with MultiVu to create a multimedia news release (MNR) that included video and digital photo content as well as numerous social media tags enabling users to share the release via Facebook, Twitter, Digg and del.icio.us. Equating California’s business efforts to “putting lipstick on a pig”, the video and digital photos utilized striking pig imagery to at once be humorous and eye-catching. Noteworthy was the video segment included in the MNR which portrayed a female news anchor morphing into a pig while comparing California’s business environment to Nevada’s.
In conjunction with the MNR announcing the advertising campaign, the Nevada Development Authority coordinated a press conference at a local theatre (RAVE in Town Square) where the local media previewed the ads a day before they launched in Southern California. Additionally, the team leveraged every opportunity possible to get the word out – including the utilization of social media. They created Facebook, LinkedIn, YouTube and Twitter accounts for the Nevada Development Authority to garner fans, friends and followers online.
With the campaign underway, the Nevada Development Authority then moved its PR efforts directly to the streets of Los Angeles where it coordinated a media tour and “flash mob” at a famous landmark on Hollywood Boulevard which was posted on YouTube. A song and dance was created specifically for this campaign.
In just one month, the Nevada Development Authority received over 150 calls from California companies. To date, the PR campaign has garnered over 700,000,000 impressions. Coverage of the campaign was seen on CBS Evening News with Katie Couric, CNN with Lou Dobbs, FOX NEWS, CNBC, Associated Press, USA Today, The Washington Post, and the Los Angeles Times among many others.
“MultiVu’s MNR technology was instrumental in helping us kick-off our ‘Kick Your Assets Goodbye’ campaign because it enabled us to bring together compelling multimedia content and social media tagging in a single communications platform,” remarked Cindy Pino, director of public relations for Q ad | pr. “Doing so allowed us to build tremendous word-of-mouth interest in the campaign which was instrumental in the Nevada Development Authority garnering widespread online and traditional media attention.”