The Dallas Regional Chamber (DRC) is teaming with entrepreneur and NBA owner Mark Cuban to encourage Millennials to move to the city as part of a national marketing initiative dubbed, “Say Yes to Dallas.”
This campaign marks the first time the DRC has focused a campaign on a specific age group. As the largest generation in the U.S. workforce today, the DRC sees Millennials as one of the keys to the continued expansion of the Dallas’ economy and the city’s vibrancy.
Working with the DRC's new Talent Attraction Department, 1,200 member companies and regional partners, as well as PR shop Hill+Knowlton and Dallas-based film production company DHD, the creative is designed to speak directly to the goal of the campaign – getting millennials to say yes to living and working in this region.
Cuban's video, to that end, shows him touting the many reasons why Dallas is so attractive by citing the community's work ethic, diversity
and fun-filled opportunities as examples. He ends by saying "if you want to predict the future, invent it. And that is what we do in Dallas, Texas."
The campaign's underlying message is designed to illustrate the city’s versatility. For example, another video in the campaign explains that Dallas offers affordable urban living, as well as quality job opportunities in every major field. The campaign tagline is “No matter who you are or where you’re from, when you say yes to Dallas, you’re saying yes to more than you might think.” It’s designed to position Dallas as inclusive, diverse and welcoming.
The “Say Yes to Dallas” website serves as a resource of information, formulated specifically to answer questions that prospective residents and employees might have. The site includes a career portal, cost-of-living comparison calculator, links to explore unique attributes of neighborhoods, as well as testimonials from relocated millennials who now call the Dallas Region ‘home.’
The DRC conducted extensive research before embarking on this campaign to understand the opportunities and best approaches to attracting people to the region. The messaging is based on focus group research with college and university recruiters, corporate HR professionals, and millennials who recently relocated to the Dallas Region, says the DRC.
Since 2010, more than 75 companies have relocated to the Dallas Region and hundreds more have expanded operations, creating more than 500,000 new jobs.