Visit Dana Point recently joined a consortium of local destination marketing organizations on a campaign that aims to attract visitors from the San Francisco area.
“That market is very important to us, but none of us was able to advertise there—it’s too expensive,” said Doug McClain, chief marketing officer at Visit Newport Beach Inc., which is co-sponsoring the marketing effort with the Orange County Visitors Association, Visit Anaheim, Visit Huntington Beach, Destination Irvine, Visit Laguna Beach, Travel Costa Mesa and South Coast Plaza.
The Greenhaus agency in San Diego developed the OMGOC integrated marketing campaign, which “challenges Northern Californians on what they truly know about Orange County, with the goal of blowing their minds and showing them there is so much more to Orange County than they may have thought”—hence “OMG OC!” OMG is an acronym for the term “Oh My God” that’s commonly used in texting and other electronic communication.
Media placements of about $310,000 include digital radio and video ads, as well as social media and public relations outreach. A surprise “guerilla marketing” event will kick off on Dec. 6 at the city’s Union Square that McClain said will include “a game show component,” with Costa Mesa-based South Coast Plaza providing prizes.
Boot Barn TV Spots
Boot Barn Holdings Inc. in Irvine launched two TV ads celebrating the Western lifestyle. “8 Second Ride” features a cowboy getting ready to compete in a bull-riding contest for the “toughest 8 seconds in sports.” The second ad, “Aren’t We the Lucky Ones,” shows the not-so-easy life on the ranch, though it’s one few people would trade for a job tied to a cubicle.
“There are lives that are easier than ours, but aren’t we the lucky ones?” says voice-over actor Dan Dunlap, who narrated both ads.
The TV spots, which aired on CBS Sports, complemented the footwear and apparel manufacturer’s sponsorship of the seventh annual Western States Ranch Rodeo Association National Finals Rodeo, held Nov. 3 to 6 in Winnemucca, Nev.
Boot Barn, whose revenue increased 3.3% to $134 million in the September quarter, also announced a “We Have It Promised” initiative that will bring online ordering to its 212 stores via touch-screen devices.
The effort, according to Chief Executive Jim Conroy, “will allow our customers to access millions of additional boots, apparel and other items from our e-commerce warehouse inventory, as well as the inventory at most of our larger third-party vendors.”
“Once implemented, these in-store tablets will enable our customers to choose from a much broader selection of products and sizes, purchase these items in-store and in most cases we [will provide] free shipping to their home,” Conroy said during a recent earnings call. “We expect that [the initiative] will enhance customer service, solidify our one stop shopping proposition and drive same store sales growth.”
Winter at the Fair
Orange-based production company Mirage Entertainment Inc. is looking for sponsors for its Winter Fest, which is scheduled to open on Dec. 16 at the OC Fair & Event Center in Costa Mesa.
The two-week event will feature ice tubing, a 2-million lights walk-through show, ice skating, snow play “with real snow blown in daily,” a nightly Christmas tree lighting ceremony, carnival rides and entertainment, seasonal eateries, and of course—visits with Santa.
The ice rink sponsorship is $25,000, while putting a brand name on a 130-foot, six-lane Snowflake Summit ice slide would set you back $20,000.
Can’t wait until Dec. 16? Irvine Spectrum Center has partnered with Active Ride Shop to bring snow and snowboarding lessons to the outdoor mall’s Edwards Court on Dec. 10.
“We’re transforming Irvine Spectrum Center into O.C.’s official holiday hangout,” Irvine Company Retail Properties Chief Marketing Officer Easther Liu said in a statement. “It will be the perfect place for families to bring their children to create some fun holiday memories and experiences.”
Bits & Pieces
Idea Hall in Costa Mesa tapped Rachel Svoboda as vice president of business development, a new position. Svoboda serves as president of the American Advertising Federation of Orange County and most recently was director of marketing at Amusement Park in Santa Ana. … Laguna Hills-based Itonis Inc. hired digital marketing agency WebiMax in Camden, N.J., to help promote its new product, Emesyl, a homeopathic medicine for the treatment of nausea. … Writer Stephanie LaCava joined San Clemente-based Stance Inc.’s roster of brand ambassadors, or as it calls them, the Punks & Poets. LaCava is featured in the sock and underwear manufacturer’s Gran Glam fall collection, which is “influenced by the generations who came before us and the fearless style of icons such as Iris Apfel, Linda Robin, and Beatrix Ost.”
