he California Travel and Tourism Commission (CTTC) has awarded Sacramento, Calif.-based MeringCarson a new four-year full advertising contract, valued at between $80-100 million over the life of the agreement, after a review, the CTTC has confirmed.
MeringCarson, the incumbent on the account, said that it would continue to partner with Aegis Group's Carat to handle media duties on the assignment.
Commenting on the award, Caroline Beteta, CEO of the CTTC, said, "MeringCarson delivered a well-researched strategy and communications plan, but most importantly, brought the California brand to life with brilliant creative execution and highly innovative promotional extensions."
The current campaign is anchored by TV spots that feature a montage of celebrities, including Jack Nicholson, Clint Eastwood and Governor Arnold Schwarzenegger, talking about the essence of California from different scenic locations around the state.
Agency founder and CEO David Mering said the shop looks forward "to building on the creative foundation we've put in place. With California we are selling a wholly unique experience that comes from the people and our unique approach to life."
Some 14 agencies responded to the proposal request for the assignment that was issued last fall including Saatchi & Saatchi, Young & Rubicam and BBDO.
Through a succession of contracts, MeringCarson has been the lead agency for the CTTC since 1997.
Martin Cass, president of Carat USA added, "Everyone involved with California Tourism is 100 percent committed to building on what we have done in the past and grasping the opportunities the new media world provide."