The Toll Roads of Orange County launched a new advertising campaign, “Enjoy the Drive,” that highlights the reasons it says people choose toll road: a stress-free drive and predictable commutes.
The campaign includes digital, video, radio and mobile ads aimed at increasing users from the more than 740,000 FasTrak and ExpressAccount current customers.
A 30-second video created by the EverythingLA ad shop in Irvine features a driver dancing away his Monday morning in the first parking spot at his workplace.
Online customer service on TheTollRoads.com is being revamped as part of the marketing effort to make it easier for customers to sign up, make a toll payment, or update their accounts.
The public agency oversees 51 miles of roadways on the 73, 133, 241 and 261.
Unveiling at Sea
It’s not going to be quite a debutante ball, but the Outlets at San Clemente has big plans for its four-day grand opening festivities this weekend.
Mall management plans to light up a 40-foot Christmas tree on Nov. 14, among the tallest in the area. The ceremony will be followed by an outdoor concert featuring “Top 40 hit makers and rising stars,” including American Authors.
The 325,000-square-foot outdoor mall—which overlooks North Beach in San Clemente and Sea Summit at the gated Marblehead community that’s in the works—was developed by Craig Realty Group in Newport Beach. The shopping center is working with the Newport Beach-based public relations firm Reveille Inc. and HeilBrice Inc. in Irvine to develop its brand message.
Up north, Irvine Company’s Fashion Island partnered with Disneyland Resort’s Mickey Mouse and his pals to light the shopping center’s holiday tree over the weekend. No one sung “Best Days of My Life,” but Mickey brought snow. Now top that, Mr. Craig!
Traction Gained
Innocean USA in Huntington Beach created “Never Halfway,” the first advertising campaign for Wayne, N.J.-based Hankook Tire America Corp. that targets the domestic market as the subsidiary of Hankook Tire in South Korea continues to build its presence here.
The campaign launched during the World Series and “focuses on tapping into the American enthusiast community who embrace the ‘Never Halfway’ lifestyle,” according to the company.
The ads show nature photographer Chris Burkard’s journey up Pacific Coast Highway in his Hankook-tire-equipped SUV as he captures “the quintessential California coast sunset from atop the cliffs of Big Sur.”
“We wanted to make sure that it not only resonated with an American audience but that we launched it at a time when Americans were paying attention,” Hankook President Hee-se Ahn said in a news release. “The United States is an important market for Hankook and this new campaign will allow us to build greater awareness with consumers across the country to build Hankook into a top tier brand.”
The campaign, which includes print, digital and TV ads, will appear on ABC Sports, the Discovery Channel, ESPN, Fox Sports, Google, the History Channel, the MLB Network, Motor Trend, Road & Track, YouTube and others.
Kia-Griffin Saga
Kia Motors America Inc. in Irvine just released another set of comedy-infused TV commercials featuring NBA star Blake Griffin.
“[He’s] a powerful force both on and off the court, and as a brand ambassador, he has helped raise Kia’s profile during our rapid transformation over the last few years,” Tim Chaney, vice president of marketing communications, said in a news release. “Our partnership with Blake has played a significant role in Kia becoming the most recognized automotive brand among basketball fans across the country, and in this new campaign he’s back and better than ever with his distinctive deadpan humor.”
The ads, created by Kia’s advertising agency of record, David&Goliath, can be seen on cable and network NBA programming and on all of Kia’s social and digital platforms.
Bits & Pieces
Bitcentral Inc. in Irvine appointed Ron Rosenthal as its vice president of global sales and marketing. … Hyundai Motor America Inc. in Fountain Valley earned the No. 1 spot in the automotive category on the Brand Keys’ 2015 Loyalty Leaders List, which “examines customers’ relationships with 753 different brands in 68 categories.” The automaker marked a milestone last month—it sold its 10 millionth vehicle in the U.S.
