Case Study


Project: Brand Awareness Role: Public Relations


Desert Radiology is a premier diagnostic imaging company founded more than 50 years ago and headquartered in the Las Vegas Medical District. They have a long-standing history of providing support for Southern Nevada’s athletic teams and giving back to the community.


Desert Radiology was looking for an agency to help bring awareness to their community service efforts and key partnerships they had developed including City Impact Center and new professional athletic teams coming to Southern Nevada.

Strategy & Approach:

MassMedia determined public relations would be the most appropriate channel to amplify the good deeds Desert Radiology was providing to the community including efforts with City Impact Center and Project 150 which were benefiting local youths in need. MassMedia distributed media alerts and pitches to secure on-site coverage from local TV stations, along with submitting photos and bylines to capture post-event coverage. Other channels were leveraged to promote Desert Radiology’s status as the official imaging partner for local athletic teams including Vegas Golden Knights, Las Vegas Aces, Las Vegas Aviators, Las Vegas Lights, and UNLV Athletics. These partnerships were promoted through teammate newsletters, in-facility signage, website email blasts, website announcements and social posts.


o Public relations efforts for community awareness initiatives resulted in more than 50 press clips over a three-year period.

o Desert Radiology’s community service team, Desert Radiology Do-Gooders, were recognized as a Health Care Headliner through VEGAS INC Magazine.

o The creative, website and in-facility signage served to increase the community’s awareness of Desert Radiology’s affiliation with local professional sports teams.