City of Las Vegas Business District Campaign

Branding, Targeted Outreach, and Relocation Strategy for Economic Growth

Client Type: Municipal Economic Development Project

Industry: Government, Real Estate Development, Tech Relocation, City Branding

Project Overview

To transform underutilized land into a vibrant innovation corridor, the City of Las Vegas launched an initiative to attract tech companies and startups fleeing the high costs of California. Brand Identified= led the branding and go-to-market strategy for the business district, developing a highly targeted marketing campaign that positioned Las Vegas as a tech-forward, cost-efficient alternative — ultimately contributing to major business relocations, including Zappos.com.

Scope & Objectives (Strategic Branding & Economic Development)

Create a bold, modern brand identity for the new business district
Attract California-based startups and tech firms by highlighting economic and geographic advantages
Deliver a high-impact direct mail and digital campaign that generates inquiries and drives relocation interest
Position Las Vegas as a forward-thinking, business-friendly innovation hub

Solutions & Approach (Execution, Design, and Market Strategy)

Conducted research into California tech pain points: tax burden, operating costs, real estate, and recruiting
Developed a compelling brand narrative emphasizing speed, access, cost savings, and tech infrastructure
Designed a high-end, interactive direct mail presentation with visuals, fiber infrastructure data, maps, and a CA-to-NV cost comparison
Implemented a strategic outreach campaign to decision-makers at California-based tech companies
Collaborated with city leadership to align messaging with broader economic development goals

Outcomes & Results (Performance & Relocation Impact)

Achieved a nearly 20% response rate on direct mail — significantly above industry average
Contributed to multiple business relocations, including Zappos.com’s move to Las Vegas
Strengthened Las Vegas’ positioning as a cost-effective innovation hub for tech growth
Created a marketing model now used for promoting additional city-owned properties and initiatives
Demonstrated the power of precision branding and targeted outreach in economic development

Response rate on direct mail. Outperforming the industry average by more than 4X

Increase in business relocation leads to city-owned innovation zones over a 12-month period

Boost in economic development website traffic during the campaign period

25 Years of Proven Strategy, Design, and Execution

Brand Identified is built on over two decades of experience leading branding, marketing, and growth initiatives for high-level entrepreneurs, scaling startups, and global Fortune 500 companies. With a background in both strategic execution, creative leadership, and impactful marketing, we’ve helped hundreds of businesses clarify their brand, strengthen their systems, and accelerate their growth. Every client we work with benefits from that experience, from the strategy we implement and the systems we build, to the precision in how it's executed.

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