L.A. Convention Bureau Picks Orange County Shop

LOS ANGELES HeilBrice has added creative chores on the Los Angeles Convention and Visitors Bureau account following a review. The client spent less than $1 million last year in paid media, per Nielsen Monitor-Plus.

Patti MacJannett, client senior vice president of marketing, said in a statement that she chose the Newport Beach, Calif., agency because of its work for Ralphs grocery chain, the Los Angeles Clippers basketball team and the Los Angeles Times. She said she wants the agency to continue the current “See my L.A.” campaign.

“The ‘See my L.A.’ campaign has evolved tremendously since its inception and our partnership with HeilBrice ensures that the campaign will continue to grow,” MacJannett said in the statement.

That effort employs the pro-bono appearances of more than 50 celebrities ranging from transplanted New Yorker Diane Keaton, singer Lionel Richie, George Takei (Star Trek‘s Mr. Sulu) and the El Segundo, Calif.-created Mattel Barbie in print, online and local outdoor messages.

According to Hal Brice, co-CEO at HeilBrice, “Our job is to extrapolate from that [existing work] for a television campaign that will start in feeder markets such as San Francisco, San Diego and possibly move out of state to Las Vegas and Phoenix.” (Cimarron Group of Hollywood, Calif., helped develop the celebrity-themed campaign for the client.)

Other contenders in the review were not disclosed.

The agency is also developing video news releases based on one-minute weekly updates and transforming those VNRs as well as the commercials into podcasts.