Client: Nevada Development Authority (Las Vegas, NV)
Agency: Q Ad & PR (Las Vegas, NV)
Campaign: Kiss Your Assets Goodbye
Time Frame: July 1- August 11
Somer Hollingsworth, president/CEO of the Nevada Development Authority (NDA), explains that NDA has targeted California businesses for nearly a decade with “edgy” ad campaigns that tout the advantages of relocating to Las Vegas. NDA hired Q Ad & PR to support the August 7 launch of its “Kiss Your Assets Goodbye” ad campaign by driving awareness among business audiences and consumers in California and beyond.
“I cannot do an effective ad campaign without great PR to leverage the dollars we have,” Hollingsworth says. “PR is the most important part. We wanted to focus on California, but also take the message nationwide without having to buy ads anywhere else.”
Cindy Pino, director of PR at Q Ad & PR, explains that the team combined traditional media relations with a variety of social media tactics, guerilla tactics, and grassroots outreach to propel the campaign. She adds that going viral was a priority and it helped draw consumer media attention.
Hollingsworth notes that California is a “natural target” for NDA, but messages about the advantages of doing business in Nevada are nationally pertinent. He adds that California's budget crisis created the “perfect storm,” allowing the team to seize opportunities presented by national and international media focus on the budget crisis to broadly reinforce NDA messaging.
The team targeted local and national print and TV business outlets. Las Vegas press previewed the ads at an August 6 press conference. A media tour followed in Los Angeles.
In addition, the group created Facebook, LinkedIn, YouTube, and Twitter accounts, and launched a micro Web site, move2vegas.biz, which was designed to draw traffic to NDA's main site nevadadevelopment.org.
Select Los Angeles media and national TV outlets were teased about a flash mob of dancers in business attire and red wax lips performing to a “Kiss Your Assets Goodbye” song outside Hollywood landmark Grauman's Chinese Theatre. Video of the event was posted on YouTube and the Web site, and pushed through all social media channels.
The team took advantage of a surprise opportunity when Today taped at Caesar's Palace in Las Vegas on July 30 by holding move2vegas.biz signs in front of cameras.
Hollingsworth says this has been NDA's most successful campaign. He's gotten about 150 total phone and e-mail inquiries from businesses in California, as well as other states, including New Jersey. Average Web site hits increased from about 6,000 per day at the beginning of the campaign to about 26,000 per day as of August 18. Hits peaked at 52,000 on the day Today aired. The flash mob video has nearly 1,100 views on YouTube.
Outlets covering the launch included CNN, Fox News, CNBC, AP and The Washington Post. Hollingsworth and Pino note media, including USA Today and the Financial Times, recognize NDA for its bold and creative promotional tactics.
NDA will continue working with agency. Hollingsworth will soon begin vlogging about the benefits of doing business in Nevada.