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Visit Anaheim Ads Show City’s Non-Disney Sides

Visit Anaheim introduced a new cast of characters this month to highlight the city’s attractions.

The organization, which promotes travel and tourism in Anaheim, launched the first phase of its Uncommon Character brand campaign this month. It was created by San Diego-based advertising agency Greenhaus.

The ads illustrate trendy restaurants and destinations throughout the city, some featuring local influencers and business owners.

Beer, food and travel writer Greg Nagel took on the persona of Captain Brew Beard to show off the city’s craft beer scene and was photographed inside the beer-serving old-style barber shop Barbeer Shop at Center Street Promenade. Meanwhile, Robert Adamson, owner of speakeasy Blind Rabbit, is seen mixing up a fiery cocktail as the Libation Sensation.

Visit Anaheim Senior Vice President of Marketing Charles Harris said the campaign is meant to show the city’s roughly 24 million annual visitors a side of Anaheim separate from Disneyland.

“Everybody recognizes Anaheim as home to the original Disneyland but didn’t necessarily know what other components Anaheim had to offer,” he said. “What we want to do is augment that by saying, hey, you should spend an extra day or two and see other things as told by people who live here through Uncommon Characters.”

The first phase of the three-year campaign targets leisure and meetings and conventions guests. It’s supported by digital ads and by print and digital spots with national trade outlets that target the meetings and conventions audience.

Visit Anaheim also plans to heavily promote Uncommon Character when it attends travel trade show International Pow Wow in Denver next month. The annual convention will head to Anaheim next year and is produced by the Washington D.C.-based U.S. Travel Association. Cities hosting the show will be able to showcase their tourism and entertainment opportunities.

Director’s Chair

Costa Mesa-based agency Garage Team Mazda, part of WPP PLC in London, is getting the word out about this year’s Newport Beach Film Festival.

The advertising firm is responsible for the festival’s “Quota: Who Made the Cut” promotional film, including creating its print and digital campaigns.

Garage Team Mazda Creative Director Melissa Webber said the agency was honored to be picked out of the eight that submitted.

“The quality of storytelling at this festival is so high, and our goal is to ensure the promotional material is as intriguing and creative.”

Directed by Jillian Martin of Santa Monica-based production company Untitled.tv, the roughly five-minute trailer takes place in a dystopian future. The sci-fi drama shows two crystal miners competing to reach their quotas and fulfill their contracts in order to return home.

The trailer is in line with the festival’s “See Who Made the Cut” theme. The selection committee reviewed more than 2,500 films and selected 350 to be screened.

“Quota” will open the festival and be played before each of this year’s films.

NBFF co-founder Todd Quartararo said it’s important for branding to have the same quality as the films it features.

“The festival is renowned for its highly anticipated marquee trailers, which challenge and capture people’s imaginations,” he said. “We set the bar high. GTM and Untitled.tv have done us proud.”

The 19th annual festival will be April 26 through May 3.

Opening Doors

Newport Beach-based concierge health service Concierge Key Health released an advertising campaign this month.

The 30-second spot follows a patient checking into a doctor’s office with their smartphone, and another using their phone to search for specialized doctors.

The campaign aired on television networks AEN, CNN, ESPN, FXCN, History Channel and the Discovery Channel.

Concierge Key offers on-demand access through its mobile app to specialists and care facilities across the country and says it eliminates wait times and third-party referrals. The service launched in February in Orange County, New York and Phoenix.

It said it will soon expand to Los Angeles, the San Francisco Bay Area, Miami, Dallas, Denver and Washington, D.C.

The service charges an annual fee of $3,000 for individuals and $5,000 for families.

Bits & Pieces

Chuck Berk has joined New Jersey-based advertising and public relations firm SCG Advertising & Public Relations as business development director. He’ll be based in Irvine and is responsible for recruitment advertising sales and service in California and surrounding areas. Berk previously served as business development manager in ad sales and media planning development at OnCourse Learning/Gannett Healthcare Group. … Newport Beach-based advertising firm The Shipyard announced David Sonderman is its new chief creative officer. Sonderman had served as chief creative officer at Ohio-based healthcare communications agency GSW.

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