The Shipyard’s San Diego office has launched its latest, multi-million-dollar advertising campaign for Visit California, a nonprofit that promotes the Golden State as a travel destination.
The “Let’s Play” campaign, with a $32.8 million budget for two months of global advertising expenditures, will include placements on network TV, streaming platforms, digital media, podcasts, social media and out-of-home in the U.S., Canada, Mexico, United Kingdom, Australia and China, The Shipyard said.
The campaign, debuted in early March, will run through May 5, a Shipyard spokesperson told Times of San Diego.
It’s Visit California’s first brand-positioning change in more than a decade, a statement said. The nonprofit said global research validated the positioning theme that California inspires people to play, making it the ultimate playground.
“California’s DNA as a famously playful place is globally recognized,” said Caroline Beteta, Visit California president and CEO. “With sunny weather year-round and endless options for entertainment, California is the ultimate playground for visitors from across the globe. This new campaign beautifully captures this distinction and invites the world to come express their individual form of play in California.”
The campaign’s TV spots include a 60-second and 30-second with an announcer’s closing tagline of “Find your ultimate playground at visit-california.dot.com.”
The TV spots feature Californians in different locales, all contributing to keep a beach ball up in the air. The locations include a San Francisco cable car, towering sequoias in Northern California, sunny beaches, an outdoor wedding in Temecula and a Palm Springs swimming pool. The background music is “Mr. Blue Sky” by Electric Light Orchestra.
“Play is a critical part of human existence and can be transformational, especially when combined with travel,” said Kerry Krasts, executive creative director, The Shipyard. “California is blessed with the biggest and best playground anyone could ask for and the beach ball represents California’s playful spirit and the contagious nature of fun and joy that you feel when you are here. Using a beach ball to journey across the state was a fun, visual metaphor for the spontaneous adventures waiting around every corner.”
In December 2020, The Shipyard inherited the Visit California account when it acquired advertising agency Mering from Dave Mering, who founded his agency in 1985.
The Shipyard is believed to be one of the nation’s fastest-growing independent advertising agencies with a reported 150% growth in the past four years. During the past year, it has been named the agency-of-record for several new clients, including Consumer Healthcare with 22 consumer brands, San Diego Zoo, American Freight, San Francisco Ballet and Snowbird, a Utah ski resort. The Shipyard operates California offices in San Diego, Newport Beach and Sacramento, as well as the Columbus, Ohio headquarters.
KCD Public Relations Celebrates 15-Year Anniversary
KCD PR, a San Diego-based, boutique public relations agency specializing in financial services, fintech and technology industries, recently celebrated its 15-year anniversary in business.
The firm, founded in 2009 by Kevin Dinino, has a mission to provide clients with customized, modern communications campaigns that embrace evolving tools and technology through all market cycles, a statement said.
“It’s been a pleasure to hit our 16th year in business as the premier, specialized financial PR and strategic communications agency in the San Diego region,” Dinino told Times of San Diego. “We remain committed to servicing our motivated clients and serving as a trusted resource for prospective clients. Market cycles have come and gone but one thing remains clear — specialized communications counsel from experienced professionals remains paramount for communicating your brand’s story to its key audiences and stakeholders. I’m excited for what’s to come at KCD PR.”
Agency services include media relations, event activation, digital marketing, social media and community management, executive visibility, change management and crisis-cybersecurity breach management support.
The agency said recent awards received have included a MarCom gold award for its “Wonders & Blunders” newsletter, a grand prize in the NYX Awards for media relations campaign and a Davey silver award for its “Cyber Insiders” podcast. Key partnerships with influential event organizers include Fintech Meetup, Finovate, Fintech Talents, Mobile Payments Conference and Fintech Connector.
“These past 15 years have been an incredible journey full of twists and turns, meaningful partnerships, and of course plenty of rewarding work along the way,” Dinino said.
InnoVision Named Agency for Brotman Law
San Diego-based InnoVision Marketing Group has announced it has been named the agency-of-record for Brotman Law, a boutique tax law firm specializing in tax controversy, compliance, optimization and tax credit services for businesses and individuals facing tax-related challenges.
InnoVision said it will oversee and execute comprehensive marketing initiatives across various channels, including digital, video, web, public relations, branding, TV and print.
With nine attorneys, Brotman Law operates offices in San Diego, Los Angeles and Chicago. The law firm was founded in 2013 by tax attorney Sam Brotman, who currently serves as managing attorney of Brotman Law.
“We chose to use InnoVision because of their extraordinary reputation not only in San Diego, but nationally, and strongly believe that they are the right partner in helping us inform and educate the public on important tax issues,” said Brotman. “There are so many things happening in tax at the federal and state levels that there has never been a greater urgency to serve and protect.”
Ric Militi, CEO and executive creative director of InnoVision Marketing Group, said, “Partnering with Brotman Law marks an extraordinary opportunity for us on multiple fronts. They stand as a paragon of trust, distinction, and recognition in the realm of tax law, and we are privileged to have been chosen as their agency-of-record. Brotman’s illustrious track record in resolving intricate tax issues for businesses is a subject every business owner and CEO should be eager to explore further. Our strategic vision involves positioning them as the preeminent tax law firm not only in San Diego but beyond, solidifying their reputation as the go-to experts in the field.”
IABC San Diego Hosts Webinar on Listening
The International Association of Business Communicators San Diego chapter will host “The Age of Listening,” a webinar from 11 a.m. to noon, Tuesday, April 9, over Zoom. The public is invited to attend. Presenter will be organizational communications expert Howard Krais, co-founder of True, a consulting firm.
A former president of the United Kingdom IABC, Krais will discuss why listening is important, the benefits of listening, obstacles to listening how listening drives success and long-term sustainability and how leaders can create a climate that supports effective listening. Krais, co-author of “Leading the Listening Organisation,” is a frequent presenter at international events, including the last three IABC World Conferences.
Admission to join the webinar is free for member, $10 for nonmembers. The Zoom link will be provided upon registration. For more information, visit http://sandiego.iabc.com/.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.