Nevada Development Authority unveils new round of ads

The Nevada Development Authority is once again appealing to California businesses looking to leave the Golden State for friendlier commercial climates.

The local economic-diversification nonprofit said Wednesday that it has relaunched its television-ad campaign featuring testimonials from Las Vegas businesspeople talking about why they relocated to Southern Nevada.

The 30-second ads debuted in California last summer, and featured notables such as singer Wayne Newton and Zappos.com CEO Tony Hsieh.

The newest versions, which will air in Southern California markets through March 29, include testimony from Ultimate Fighting Championship President Dana White, NV Energy CEO Michael Yackira and Saville Kellner, CEO of Lake Industries, Black Card Radio and JLS Financial.

The authority didn't disclose the cost of the campaigns.

The ads are a departure for the nonprofit, which until 2011 used smash-mouth marketing techniques that included telling California business people to "bend over and kiss your assets goodbye."

"We always promote our outstanding business climate in our advertising campaigns, but last year we shifted our approach to let California business people hear from Nevada business executives about the many assets our state has to offer," said Somer Hollingsworth, the authority's president and CEO. "The testimonial ads focus on the positive lifestyles, schools, community activities and business support in Nevada. Our ads build third-person credibility among California residents with any uncertainty about relocating here."

To see the ads, visit nevadadevelopment.org/media_NDAcampaign_11_tv.html .

Contact reporter Jennifer Robison at jrobison@reviewjournal.com or 702-380-4512.