JetSuite, a charter jet service that operates out of John Wayne Airport, has partnered with Leverage Global Partners, a Beverly Hills-based network of independent real estate brokerages, to promote each other’s services to a shared pool of affluent clients.
Each company is contributing existing resources to fuel the joint venture, so actual investment figures are hard to peg, said F. Ron Smith, president of Leverage Global Partners.
Smith’s network provides marketing efforts for members across the U.S., including 40 locations served by Irvine-based Jet Suite.
Cross-promotions will include the launch of a quarterly, 120-page digital magazine that will showcase Leverage’s inventory of properties and include features such as a video interview with JetSuite Chief Executive Alex Wilcox.
Leverage will take advantage of JetSuite’s in-flight Wi-Fi service by advertising on the first screen—the splash page—that appears when a passenger’s browser connects. Smith said JetSuite also will offer discounted flights to Leverage’s brokers and their clients.
“We are pleased with the opportunity to work with such an established group of brokerage firms, and look forward to growing a mutually beneficial relationship,” said Sara Klinger, JetSuite’s marketing director, in a news release.
The partners will review the cross-promotional efforts annually.
Pouring It On
Costa Mesa-based advertising agency Blue C has begun work on new projects for a couple of long-standing clients, Juice It Up! and Monster Beverage Corp.
The agency kicked off a marketing campaign for Irvine-based raw juice and fruit smoothie franchise chain Juice It Up! The promotion for the chain’s new Ever Green Smoothie is running in more than 70 markets nationwide and includes outdoor transit displays, in-store promotional products and integrated efforts on various social media, said Eric Morley, the agency’s co-founder.
Blue C has been working with Juice It Up! for nearly three years, and the company accounts for an estimated $1 million in business on an annual basis, according to a Business Journal estimate.
Corona-based Monster tapped Blue C to produce video content that will be used to promote the energy drink manufacturer’s collaboration with BMW’s MINI car brand for The Dakar Rally race in January in Argentina. The agency will deploy its 15-20 person in-house creative team to Morocco in October to film the footage.
“We do a tremendous amount of work for Monster,” Morley said, also noting that the beverage company has no advertising agency of record. “They selected us because our team understands their product and how the brand aligns with the overall message that we need to communicate.”
Morley didn’t disclose the contract’s value but said Monster is the agency’s major client. Blue C also works with Toyota, Irvine Company, Maxxis Tires and Vectrix Electric Scooters.
Crazy for Coconut
TONGO LLC of Anaheim has teamed with Red Sox right fielder Shane Victorino to promote its TONGO Coconut Water.
The athlete said the drink “tastes amazing” and that his favorite flavor is Warrior Punch. Victorino, aside from liking the beverage, is taking “an equity position in the company instead of the typical cash deal most athletes and celebrities demand,” said Paul Tecker, TONGO’s founder.
The company will use the Hawaii native’s name and likeness on its in-store signs and online advertising, as well as leverage his ties to the island state.
“Shane has a lot of contacts with retailers and distributors through his friends and family,” Tecker said.
The company initially planned to get its coconut water from Hawaii but found limited supplies “because up until recently, there has been little demand,” Tecker said. He jumpstarted the process by founding the Hawaiian Coconut Growers Association in a bid to spur large-scale beverage manufacturing.
“Shane really supports our mission to work with the [association] to create a Hawaiian supply and jobs for Hawaiians,” he said.
Online Cash
CashCall Inc., an Anaheim-based mortgage and consumer finance lender, launched its redesigned website and corporate logo. The in-house rebranding effort took four months to complete.
“The new CashCall.com makes it easier than ever for customers to find the right loan product, whether it is for refinancing, homeowner loans, a personal loan or investing in a small business,” J. Paul Reddam, the company’s chief executive and president, said in a news release. “The redesigned site represents the beginning of our company’s integrated high-tech, high-touch approach, combining online finance tools and the industry expertise of our call center agents.”
The company also revamped its social media profiles on major channels, such as Facebook, Google + and Twitter, and is posting more frequently to increase consumer engagement.
