Marshall Unveils Yamaha Print Campaign; MyOC.com Adds Ticket Service
After sniffing around for new business, DGWB in Santa Ana landed a keeper: St. Joseph Hospital in Orange.
The medical center was No. 1 on the Business Journal’s annual list of OC hospitals, with net patient revenue of $300.48 million in 2000.
The OC shop will be highlighting St. Joseph’s clinical expertise in an overall branding campaign and in hospital-wide collateral, according to agency partner Jon Gothold.
There also will be advertising and marketing campaigns designed to recruit and retain staff for key departments, Gothold added. The first round of work is set to launch in January.
Cathy Sema, St. Joseph’s director of marketing, said the hospital had been impressed with DGWB’s work for its neighbor, Children’s Hospital of Orange County.
“When it came time for us to hire a partner, we knew exactly where to look,” she said.
Billings for the account were not disclosed.
Yamaha Ads Debuts Marshall Advertising & Design, Costa Mesa, recently broke a print campaign for Cypress-based Yamaha Motor Corp. and its YZ motocross motorcycles.
“The strategy was pretty straightforward: introduce the new 2002 models and tout Yamaha’s leadership position in the category,” said Roger Feldman, associate creative director.
One ad features a burly, tattooed-man arm-wrestling a little girl, with the caption, “So much better it’s almost unfair.”
The print ad campaign, which was for more than $ 1 million, broke last month in enthusiast magazines such as Dirt Rider and Motocross Action. A TV spot will follow.
Canon Launches Campaign
The Costa Mesa-based digital home and personal systems division of Canon Inc. recently launched an $8 million broadcast campaign called “Digital Harmony.”
A company spokesman said the campaign points out the benefits of Canon’s cameras and printers and is designed to build brand awareness.
The campaign, created by Santa Monica-based JSM+, is set to run nationally and locally.
MyOC.com Adds Ticket Service
Tickets anyone?
Lake Forest-based myOC.com, an entertainment and information portal owned by Freedom Communications Inc., Irvine, recently added a new service: buying and selling tickets.
The site created a new section called myOC Stub Hub that’s powered by ticketing software from San Francisco-based LiquidSeats Inc. The service lets sellers post their tickets in a fixed price or auction format. Buyers are alerted via e-mail when tickets are available. Sellers get alerts from interested parties.
LiquidSeats gets a 15% fee on ticket sales and myOC gets a portion of that.
OCRegister.com, The Orange County Register’s Web site and myOC partner, also offers the service.
“It’s a great fit with our extensive coverage of sports and entertainment listings and ideas for things to do in Southern California,” said Virginia Neal, chief executive of myOC. She was brought on earlier this year to help turn the struggling site around.
EMachines Taps Maples
Irvine-based eMachines Inc., a struggling seller of low-cost computers, recently tapped neighbor Maples Communications Inc. to get the word out about its products.
Wayne Inouye, chief executive of eMachines, said the company recently put together a new management team that focused on brand management and revised the business model to be “driven by basic business principles and the company’s core assets.”
Maples plans to help eMachines with its public relations and branding work.
The OC shop says it will strengthen the eMachines brand through public relations focused on the company’s position in the competitive computer industry. It will also implement a direct investor outreach program to boost media and analyst relations.
Paine Relief
Orange County United Way and other organizations have launched a nationwide campaign that urges people to donate “One Day’s Pay” to support local charities, which are struggling to raise money following the flood of donations to national and New York relief organizations after the Sept. 11 attacks.
The campaign, conducted through the Internet at www.onedayspay.org, will run through Dec. 31.
David Paine, co-founder of the One Day’s Pay program and president of Costa Mesa-based Paine & Associates, said the campaign was inspired by the New York Mets, which donated the equivalent of one day’s pay from their Sept. 21 game to raise $500,000.
Bits and Pieces:
Newport Beach-based MD & A; recently hired Carlos Mendez as its new executive vice president and chief creative officer. Mendez, formerly creative director at McCann Erickson Puerto Rico, will be in charge of restructuring the creative department. He replaces Andres Sullivan, who has gone on to pursue other interests.
