It might be considered a friendly rivalry by some, but with Nevada and California facing unprecedented budget shortfalls and dealing with rising unemployment figures, competition for jobs and new business development is serious.

The Nevada Development Authority recently rolled out its $300,000 ad campaign targeting California. The campaign intends to encourage the state’s residents and business owners to relocate to Nevada, especially considering the California’s budget crisis.

 The “Kiss Your Assets Goodbye” campaign largely focuses on comparing California’s imposing tax structure and excessive regulations to Nevada’s business-friendly tax system with no personal or corporate income tax and a lower worker’s compensation rate.

Jack Kyser, senior vice president and chief economist of the Los Angeles County Economic Development Corp., told the Las Vegas Review-Journal that the campaign was a little mean-spirited, and noted that it also might be somewhat self-defeating for a city that generates a large percentage of its income off of visitors from California.

“The idea is, this is stealing our economic base, and if you’re trying to steal business out of Southern California, basically, what you may be doing is taking money away from potential customers who might go to Las Vegas,” Kyser said.

Las Vegas Mayor Oscar Goodman is fine with that. He predicted the campaign would drive lawmakers in California “bonkers,” and added, “We’re going to crush them.”