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Tuesday, May 24, 2022

Hyundai Goes Patriotic With a Soldiers Super Bowl

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Several big names were among thousands of viewers who praised Hyundai Motors America Inc.’s Super Bowl ad, including John Krafcik, the automaker’s former chief executive who now runs Waymo, a self-driving outfit and sister company to Google Inc. He tweeted “Nice job @Hyundai & @Innocean :),” and TV journalist Katie Couric, who posted “Ok @Hyundai you just made me cry. Thank you for what you did for our troops #SuperBowl.

Hyundai—as the Business Journal previously reported—had a different take on Super Bowl advertising this year. The official sponsor of the NFL used virtual reality technology to help several soldiers stationed overseas experience the game as if they were at the Houston stadium with their loved ones.

The 90-second video was filmed live and aired immediately after the game.

Genesis Gift

Genesis Motors USA in Fountain Valley, which Hyundai spun off in March, presented its first-ever corporate social responsibility award. It gave $250,000 to the J. Paul Getty Museum to be used to “create a groundbreaking arts enrichment program benefitting Title 1 high school students in the Los Angeles area.” The majority of students at Title 1 schools come from low-income families. The gift coincided with the 2017 Genesis Open, the PGA TOUR Tournament being held Feb. 13 to 19 at the Riviera Country Club in Pacific Palisades.

ACE for Harbor

The ACE Agency in Santa Ana renewed its contract with OC Parks and agreed to provide additional public relations services to support Dana Point Harbor. The harbor’s “marinas, retailers, hotel and leases generated approximately $27 million in revenue” in its latest fiscal year, and events including the Festival of Whales “attracted tens of thousands of visitors to the Harbor and fostered positive publicity,” OC Parks said.

The agency initially was responsible for “development of an annual communications/public relations plan, media, social media and website support, press releases and follow-up, promotional photography and videos and advertising” in general.

It will perform similar duties for Dana Point Harbor, redesign and manage the harbor’s commercial website, and evaluate and schedule “various public activities provided within the Harbor by boaters, merchants, operators, yacht clubs, the City of Dana Point, etc.” The additional support services—defined as a temporary measure to support the harbor while revitalization efforts are under way—will add $205,000 annually to the contract, bringing the total to $300,000 per year.

Franchise Boost

Home Franchise Concepts in Orange selected Los Angeles-based Milner Butcher Media Group as its media agency of record.

The franchiser of the Budget Blinds, Tailored Living and Concrete Craft brands has an “aggressive plan to grow installations” and will “significantly” increase its “consumer-level marketing and media support this year, including a test of broadcast TV, as part of its growth plan,” the company said.

The agency will provide “national communications planning, analytics and activation” and develop and implement lead-generation plans and national franchise-development campaigns for all three brands.

Bits & Pieces

Stephanie Perdue left her post as chief product marketing officer at Taco Bell Corp. in Irvine to become chief marketing officer at TGI Friday’s Inc. in Carrollton, Texas. … El Pollo Loco Holdings Inc. in Costa Mesa launched a TV ad featuring “longstanding Grill Master Pedro Lopez” as part of its “Road to Authenticity” campaign.

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