California Advertising Alliance Set to Begin Ad Program to Keep Businesses in the State By Kathy Tyre

SACRAMENTO, CALIF. - The California Advertising Alliance is set to launch a $10-million-plus ad program designe

The group was formed in response to growing concern that a recent slew of legislation, perceived as anti-business by that community, the Los Angeles riots last year, and other negative reports about the state were increasingly hampering efforts to build back the state’s economy. The advertising will promote recent effort to respond to problems including reforming workers compensation and health insurance legislation that’s put considerable burden on the business sector.
The Alliance hopes its efforts will lead to a better business climate, which in turn might improve the economy. On a broader level, the group hopes to show that an improved economy might help to alleviate the unemployment and racial tension that contributed to the 1992 L.A. riots and to increased crime across the state.
‘This is a great opportunity for our industry to use its considerable communication skills to help the state get its image back on the right track,’ said Bob Kresser, president of the Alliance and president of Kresser/Craig, Santa Monica, Calif. ‘Of course, (the state) has real problems. But we also have a perception problem, and that’s where advertising can help.’
Roughly half of the $10-million advertising budget has been secured through commitments from the media community. Additionally, the Alliance will look to corporate sponsors to earmark at least $750,000 to underwrite the production of campaigns through ad agencies.
The Alliance is made up of representatives from ad agencies, professional advertising associates, corporations, advertising suppliers and the media who meet regularly with Governor Pete Wilson and other key legislators.
The Alliance’s production process will be similar to the Advertising Council’s Partnership For a Drug-Free America campaign. As with that program, several ad agencies will produce individual ads for the effort.
The group hopes its campaign will hit the media by early 1994.
Copyright Adweek L.P. (1993)