BJ’s Restaurants Inc.’s new “Moments That Count” marketing campaign was developed by its new advertising agency of record, DDB San Francisco, and features ads that emphasize the importance of consumers’ time off and that BJ’s is just the right place to enjoy it.
“Time matters more than anything else these days,” Chief Marketing Officer Kevin Mayer said in a statement. “That’s why we invest as much time into crafting the whole BJ’s experience as we do the handcrafted beer we brew. We strive to make every moment count because we want the time customers spend with us to be memorable.”
The campaign features two 60-second TV spots, “Stars Align” and “Hugs.” Other campaign components include radio spots airing in the San Antonio, Dallas and Los Angeles markets, and promotions via social media and online ads.
The Huntington Beach-based, 181-restaurant chain parted ways with Carmichael Lynch earlier this year. The Minneapolis-based agency had been on the account since January 2015 and handled media planning and buying, creative, social media and digital, and analytical duties on a $20.5 million advertising budget.
DDB is in charge of strategy; public relations; and creative for TV, experiential, digital, social media and radio advertising.
Daredevil Undies
Ethika Inc. signed a licensing deal with Nitro Circus Live Pty Ltd., a San Clemente-based action sports entertainment company that staged nearly 100 shows last year.
The underwear brand, also in San Clemente, will release a signature collection for men and boys, “inspired by the record-breaking achievements of Nitro Circus’ daredevil athletes.”
“We are thrilled to join forces with Ethika and partner on this exciting collection,” Nitro Circus global head of licensing Peter Maule said in a statement. “Ethika is a tremendous industry leader whose style and originality resonates across youth culture.”
The deal follows the March debut of Ethika’s Pastrana Vintage collection, which featured Nitro Circus co-founder and motorsports athlete Travis Pastrana.
“I’m so pumped to take this collaboration with Ethika to the next level,” Pastrana said. “I’ve been a part of Ethika from the beginning and couldn’t be more proud of my friend Malcolm McCassy for coming so far and bringing Ethika to the forefront of comfort and style. That entire crew is dialed in to the action sports community.”
Winter at the Beach
Montage Laguna Beach’s holiday marketing package aims to get snow birds flocking to the coast of Laguna Beach.
It partnered with Costa Mesa-based South Coast Plaza to offer hotel guests a $100 complimentary gift certificate, gift-wrapping, lunch for two at Quattro Café, as well as an opportunity to relax at the shopping center’s VIP ACCESS Suite. Not into pacing the stores during the holiday rush? There’s the Gift Guru Program, with stylists from South Coast Plaza doing all the shopping, wrapping and delivery, as well as personal styling and wardrobe selection.
Montage also is promoting its “So-Cal Beach-to-Ski Excursion,” which includes a trek to Mammoth Mountain in a private jet for a full day of skiing, as well as a variety of “Holiday Wining and Dining” and spa-related activities at the resort. Little ones, meanwhile, can get a “Santa Claus Tuck-In,” a room visit from Santa Claus and a bedtime story, “Twas the Night Before Christmas.”
Bits & Pieces
The Triangle in Costa Mesa marked the grand opening of Newport Beach-based Identity Management Group’s Time Nightclub, which replaces the 13-year-old Sutra venue. The shopping center also will be home to Keys on Main, an 8,500-square-foot dueling piano club scheduled to open early next year … Fullerton College won the gold Medallion Award from NCMPR District 6 for event promotions for Fullerton College Night at Angel Stadium.
