California's 'Missing Bear' Relocating To Nevada For Lower Costs

Nevada's latest tongue-in-cheek marketing campaign to lure California businesses features a missing California Grizzly Bear and 'California happy cows'.
January 29, 2006, 9am PST | Chris Steins | @urbaninsight
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"Silver State officials this week launched an advertising campaign in several California cities, their latest attempt to hijack California companies weary of the state's high insurance, utility and tax costs.

Nevada's latest ads - running in newspapers with links to similarly themed Web sites - play off the ink-and-a-nod notion that even the bear on California's state flag has skedaddled across the border to Nevada. Oversized outdoor ads will be draped on downtown buildings in Los Angeles, Sacramento, San Francisco and San Diego."

From the Nevada Commission on Economic Development press release:

"With California's high cost of doing business and the nation's most expensive workers' compensation rates -- even the recognizable California Grizzly Bear and Happy California cows have left their home state for Nevada’s thriving business climate. The tongue-in-cheek reappearance of these famous California icons in Nevada is part of The campaign titled "Missing," which will be fully launched in four California cities on January 30, 2006, features the California state flag with an outline of the missing bear and a happy California cow missing from a farm only to be found in Nevada. The bear and cows migration east to Nevada is symbolic of the continuing trend of companies from the Golden State relocating to Nevada due to California’s high cost of doing business. In Fiscal Year 2005, Nevada reported 28 California companies relocated to the Silver State.

The campaign includes oversized wallscapes, print ads, web casts, promotional flyers -- even a ferry boat in the San Diego harbor that was wrapped with the campaign. Nevada economic development officials targeted the campaign in Los Angeles, Sacramento, San Diego and San Francisco -- cities historically representing primary feeder markets for Nevada.

Thanks to Rufus Jeffris

Full Story:
Published on Thursday, January 26, 2006 in The Mercury News
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