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Tustin Ad Shop on AQMD’s First Latino Campaign

Tustin-based alPunto Advertising Inc. launched the first campaign for the South Coast Air Quality Management District that targets Latino-Americans.

The campaign, called “Clean Air,” includes print ads and TV and radio spots, as well as outdoor and digital displays.

AlPunto has also partnered with ethnic retailers, including Anaheim-based Northgate González Markets, to reach the Spanish-speaking community and to promote ways to reduce air pollution, such as carpooling, combining errands or taking public transportation.

The campaign launched July 1 and runs through the end of the year. Three California-based agencies made the list of finalists, but alPunto’s “quality of work and ideas were instrumental in winning the bid,” said Eduardo Bottger, the agency’s owner.

The same ideas, which focus on raising awareness about poor air quality, were used as a basis for the final creative product.

“We’re excited about [the win],” Bottger said, “and hopefully we can make a difference in everyone’s life.”

The $375,000 contract is “on the smaller side” and closely follows the agency’s two other wins—new advertising campaigns for B&G Foods Inc.’s Las Palmas sauce and T-Mobile USA’s GoSmart Mobile prepaid brand.

AlPunto’s other Latino-market accounts include the American Heart Association, the Automobile Club of Southern California, Daisy Brand, Heinz, Los Angeles County Museum of Art and Los Angeles Philharmonic.

Blue C to Promote Tires

Costa Mesa-based advertising agency Blue C Advertising Inc. will launch a marketing campaign for Maxxis International-USA of Suwanee, Ga.

The campaign, dubbed “Greatness from Within,” will span various communication channels and highlight the performance and function of Maxxis’ various lines of tires, including its off-road, trailer and high-performance models.

Blue C also handled the creative process for the campaign, which included “engaging on-location photography in some of the brutal conditions that Maxxis tires are known to conquer,” according to an agency news release.

It will use the images in “key enthusiast” media outlets, in-store sales and product support, as well as point of purchase display development.

The agency’s other clients include Monster Energy Drink in Corona, Newport Beach-based developer Irvine Company, and the Juice It Up! chain, which is based in Irvine. Maxxis is the distribution and marketing subsidiary of Taiwan-based Cheng Shin Rubber Ind. Co. The company has 20,000 employees worldwide and reported global sales of $4.36 billion last year.

Screenpush Promotes League

The Association of Volleyball Professionals selected Screenpush of Los Angles as its digital agency of record to help propel the Costa Mesa-based organization further into the mainstream of American sports.

The designation is a fruition of past collaboration—the agency already developed and launched a search-optimized website that features beach volleyball-related news, player of the month profiles, Google Hangout chats and other unique forms of fan engagement.

“We welcome the chance to interact with our dedicated fans, for whom we will have a very personalized online digital experience, thanks to the insight and efforts of Screenpush,” Donald Sun, association managing partner, said in a news release. “This collaboration will deliver the excitement of the AVP across a variety of platforms, so people can enjoy every moment of our tournament and more.”

Screenpush also developed the association’s content strategy involving video, blog posts and social media to help promote next month’s Pro Beach Volleyball Tour. In addition, it revised the group’s brand book and created logos and imagery, all focused on the idea of volleyball as the ultimate beach lifestyle sport.

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