Ad blitz planned on water shortage

Friday, Feb. 21, 2003 | 10:08 a.m.

The Southern Nevada Water Authority is doing more than promoting new rules to encourage conservation.

The board Thursday also authorized $1.3 million for an advertising blitz promoting water conservation and the threat posed by the drought and provided $5.3 million to increase the incentive for water customers to convert turf to desert landscaping.

The incentive provides $1 per square foot of turf removed, more than double the old rebate of 40 cents per square foot. The change is effective immediately, and the Water Authority staff hopes to start seeing conservation just as soon.

But they cautioned would-be turf converters to contact the Water Authority at 258-SAVE for applications and more details on the program.

"Before they start tearing up their lawn, they need to call us first," authority spokesman Vince Alberta said.

Billy Vassiliadis said the advertising campaign his company, R&R Partners, will direct will include print, television and other media.

The new campaign, which should reach consumers over the next five months, is different from conservation campaigns of the past, he said. Subtlety will not be part of the media arsenal, he said.

"This campaign is dramatic, but very honest," Vassiliadis said. "It's intended to mobilize public response to the drought.

"We're trying to draw a line between regular conservation and drought conservation, between preserving our environment and protecting our quality of life."