KOCE Gets Place in Palm Springs; Szenderski/Rohani Goes Dutch
Sure it’s naughty; in fact it’s a little obscene. The edgy new campaign created for Bear Mountain Resort by Irvine-based T & O; Advertising’s Orange Zone division delivers the message that Bear Mountain is the tallest, largest and roomiest resort in the area. So one advertisement compares a small stubby Vienna sausage labeled “Other local mountains” with a huge wiener labeled “Bear Mountain.”
The hot dog campaign picks up where last year’s “Come to Papa” campaign left off. Targeting the mostly male, youth-oriented snowboard crowd, the ads helped change the resort’s ratio of skiers to snowboarders from 70%-30% to 30%-70%.
Other elements of the campaign include radio, bus wraps, outdoor ads, trail maps, stickers and magnets.
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KOCE-TV in Huntington Beach will broadcast to Palm Springs residents under a new agreement with PS TV Palm Springs beginning this month, said Mel Rogers, KOCE president and general manager.
“Our Friday night British comedies and Lawrence Welk will probably be popular in Palm Springs,” he said.
The deal is likely to generate more memberships for KOCE, but plans are to share revenue with the cable TV station. KOCE, which has a viewership of approximately 2.5 million people weekly, generates about $2 million from its members and $1 million from its underwriters. Rogers added that KOCE plans eventually to have a live presence at events in Orange County, once the station raises the $6 million it needs to convert to a digital format.
Costa Mesa-based Paine & Associates has picked up a new account: Dallas, Texas-based GTE Directories Corp. The PR agency will develop and implement a media relations campaign supporting GTE’s SuperPages.com shopping service.
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Irvine-based Szenderski/Rohani Worldwide continues to expand its services to Europe.
The brand development and advertising firm recently established an affiliate office in Amsterdam with Autocom. The OC agency, which also has affiliates in Paris and Madrid, will help Dutch companies expand into North America and local clients here market their business in the Netherlands.
Jay Huiberts, who was recently appointed Szenderski/Rohani’s vice president and creative director, speaks Dutch, and others at the agency speak a combined seven languages among them.
Longtime PR person Gloria Zigner is back in the business. The host of “Let’s Talk Business and More,” on KUCI 88.9 FM has re-launched her PR shop in Newport Beach, Gloria Zigner & Company.
Indeed, the executive producer of the CHOC Follies, who has been in the PR business since 1969, has signed the charity event as her first client.
Zigner is also a columnist for Orange Coast magazine.
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Bits and pieces:
The Newport Beach Film Festival, scheduled for March 30, is seeking entries including documentaries, animations, feature films and short films. The deadline is Jan. 15 Opera lover Dan Hoover, CEO and president of Estey-Hoover Advertising & PR in Newport Beach, recently created Opera Pacific’s new web site pro bono Jill Lloyd & Associates, Santa Ana, has renewed its contract to provide PR services to the Irvine Harvest Festival and added “Periscope,” a 30-minute cable television talk show in Long Beach. Tustin-based Hilary Kaye Associates has picked up two new clients: American Fine Lubricants in Fountain Valley and BDS Natural Products in Carson. Bates USA West, Irvine, is preparing to launch a year-long advertising campaign for new client, Pacific Sunwear of California Inc., Anaheim. The $9 million campaign will launch in February with TV spots airing on ESPN, ESPN2, Comedy Central, WBTV and MTV. The print component will expand national efforts in ESPN magazine, Spin, Seventeen, Teen, Cosmo Girl, Teen People, Surfer, Skateboarder and Snowboarder. The 451-unit chain store is also changing its signage from Pacific Sunwear to PacSun Newport Beach-based The Schraff Group’s interactive division, iSchraff, recently was selected by Hglobe to handle its web design, content publishing, software development, database integration (e-commerce and auction) and deployment for the hospitality web site Lages & Associates Inc., Irvine, has picked up a new PR account with Digital Media Works in Santa Ana McEfee, Murphine & Peters, Costa Mesa, has added Buca di Beppo, Brea, to its client list.
