Mering & Associates has launched an estimated $5 million national campaign for the California Division of Tourism that emphasizes not only the diversity of the Golden State, but the unique attitudes and lifestyles of its residents.
"We found, by talking to consumers, that they generally feel there is no other place like California in the U.S., or in the world," said Valerie Vento, vice president of the Sacramento, Calif., agency. "And it's the California attitude that really sets the state apart from other places. Words used to describe California attitude include casual, free-spirited, youthful and, yes, wacky."
The campaign, which is designed to attract new and repeat visitors to California, again features the tagline Mering developed last year, "California. Find yourself here," and includes TV, print and online components.
Print ads and inserts are already appearing in publications such as Better Homes & Gardens, People, Condƒ Nast Traveler and Smithsonian.
Two 30-second TV spots break this week in targeted feeder markets, including Denver, Portland, Ore., Seattle and Salt Lake City.
The print and TV work emphasizes California's geographic diversity and shows people outdoors enjoying it.
One print execution shows two smiling hikers trekking through the Headlands overlooking the San Francisco Bay. The text reads, "The sun comes up in the East as an obligation. The sun heads for California out of blatant self-interest. The sun is no dummy."
TV work uses images of the Pacific Ocean, wine country and Yosemite National Park.
Agency president Dave Mering was the creative director on the campaign, and Wes Youngquist served as the art director.