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New ad encourages millennials to 'say no to winter' and 'yes to San Diego'

Posted at 6:13 PM, Jan 28, 2019
and last updated 2019-01-28 21:13:31-05

SAN DIEGO (KGTV) - East Coast and Midwest millennials bracing for this week's arctic blast are the target of a new ad campaign highlighting San Diego's idyllic weather conditions.

Created by the San Diego Regional Economic Development Corporation (EDC), the 'Just Say No To Winter' campaign aims to draw STEM talent to our region.

Ads that will be delivered through social media and transit juxtapose San Diego’s year-round sunshine with the harsh winters in markets across the country.

“It was very serendipitous, it actually was 4 degrees in Boston the day we launched," said Bernadine Locsin, Marketing Manager with the San Diego Regional EDC.

Locsin says in 2018 there were 84,000 unique job postings for STEM-related occupations in San Diego. They're targeting talent ages 27 to 37 for mid-level positions.

"We have so many world class companies to work for, especially in terms of tech and life sciences. In the video you'll see various companies that are located in San Diego; we have Sony, we have Qualcomm, we have Illumina, we have all these companies that are doing life-changing work and a lot of people don’t realize they’re located here," said Locsin.

The video ads will be pushed out through social media sites including Facebook, Instagram, LinkedIn, and YouTube.

They're also using transit to get more eys on the ads.

“We’ve actually had a lot of people taking photos, sending them to us and tagging us saying really San Diego?! You’re just mocking me now."

The Just Say No To Winter website has an interactive map of local companies as well tips on making your move as smooth as possible.