California Getaway Comes to Saatchi

LOS ANGELES Saatchi & Saatchi has been chosen to provide creative for KSL Recreation Corp.’s La Costa Resort and Spa.

The Torrance, Calif., shop won the account following a review against undisclosed contenders. Matthews/Evans/Albertazzi in San Diego previously handled the business.

Billings have not been finalized, said Saatchi business development director Mark Bilfield. The Carlsbad, Calif., complex spent approximately $1 million on advertising last year, according to CMR.

The win expands Saatchi’s relationship with KSL Recreation Corp. The shop also handles advertising for other properties owned by the client, including KSL Resorts and La Quinta Resort and Club in California.

Saatchi will help relaunch the La Costa Resort, which is undergoing a $50 million upgrade to its spa, fitness center, meeting facilities, restaurants and stores. Work will include print advertising, collateral and interactive elements highlighting the changes at the resort. A campaign is scheduled to break by year’s end.

“They gave us a creative opportunity to develop a totally new look for the category,” said Bilfield.

He noted that while Saatchi has been fairly inactive in pursuing new clients, the shop now plans to be more aggressive. “Things are running smoothly with Toyota and we’re now in a position to look for new business,” said Bilfield, who assumed his current post at the start of this year after being director of integrated marketing at Saatchi.