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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.
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