Wet Seal Inc. in Foothill Ranch has partnered with a YouTube channel to showcase “The Intern,” a reality series featuring a behind-the-scenes look at the teen and contemporary retail brand.
The episodes are airing on AwesomenessTV through December and document the experience of two interns working at Wet Seal. The four-week series began with the selection process, and each installment thereafter features new challenges for the interns, who are hoping to kick off a career in fashion.
“We’re sharing the passion it takes to deliver fashion to our customers, and our interns will experience various areas of that process,” John Goodman, the company’s chief executive, said in a news release.
Wet Seal operates 471 Wet Seal stores for teens and 59 Arden B stores for young women.
A Juicy 2014
The Irvine-based raw juice bar chain and smoothie franchise Juice It Up! is building on the rebranding efforts it kicked off in early 2012.
“In terms of marketing and advertising, we are continuing the push and expansion of our brand awareness towards raw juicing with a number of new initiatives,” said Paul Schmidt, chief operating officer of Balboa Brands Inc. in Irvine, a management services company that operates the franchise.
“From the re-development of our current menu to the continuation of additional juice products and blends, our messaging will be on what we do best—juice. We are currently solidifying our marketing plan for the new year, but it will include expanded awareness campaigns to not only communicate our current growth and expansion into national locations, but new creative and new messaging aimed at the benefits of the juicing lifestyle.”
The company’s latest marketing campaign, developed by its ad agency of record, Blue C in Costa Mesa, promotes “healthy choices in the wake of the ‘unhealthy holiday choices’ we all indulge in,” Schmidt said.
Surf City Face Lift
Visit Huntington Beach, the destination-marketing organization in charge of promoting the city of Huntington Beach, has redesigned its website and logo to better convey “the authentic Southern California surf lifestyle” and the “Surf City USA” brand.
Surfcityusa.com now has a weekly blog, a restructured events calendar and other features.
“It is essential that our marketing tools continue to evolve and meet the needs of visitors, as well as the travel industry,” Kelly Miller, the company’s president and chief executive, said in a news release. “Our new logo and website design reflect our marketing strategy to provide visitors with the classic California beach experience that can be enjoyed year round here in Huntington Beach.”
The new website was created by Simple View in Tucson, Ariz., on a $170,000 contract.
Snowboarding Series
Cypress-based Vans Inc.’s digital online video network, OffTheWall.TV, has begun airing its Introspect documentary series. The production aims to expose “the personal intricacies” of Vans snowboarding athletes “as they come to define who they are amid their peers, their passions, and their future in snowboarding,” such as Jamie Lynn, Pat Moore, Darrell Mathes, Hana Beaman, Iouri Podladtchikov and Arthur Longo, according to the company.
“Vans’ heritage is proof of our authenticity, and 20 years in snowboarding cannot be overcome with a bigger marketing budget or higher-paid athletes,” said Doug Palladini, Vans’ vice president of global marketing. “We tell the real stories of our brand, as with the snowboarding Introspect series, and hope to inspire our fans along the way.”
The first episode aired on Dec. 13, featuring snowboarder Zac Marben in Minnesota “as he breaks down his process of stacking street shots and creating his own style of riding.”
Bits and Pieces
Irvine-based video game maker Blizzard Entertainment Inc. selected Atomic PR in Santa Ana as its public relations agency of record. Atomic will help Blizzard “field the huge amount of interest in World of Warcraft’s Warlords of Draenor expansion and Starcraft II: Heart of the Swarm,” according to the company. … The Web Marketing Association awarded its 2013 Mobile WebAward to Huntington Beach-based Quiksilver Inc.’s blog, The Mountain & the Wave. Quiksilver tapped digital agency Cuker Interactive in Solana Beach to redesign the action-sports blog.
