san diego’s growth cycle

DiZinno Thompson Integrated Marketing Solutions is breaking away from traditional marketing ploys to attract meeting and convention planners to the San Diego Convention Center.
The center is currently undergoing a massive expansion that will double its existing meeting space to over 1 million square feet by 2001. Rather than heralding the changes by bombarding its audience with the typical fare–coffee mugs, pens, etc.–DiZinno has instead marshalled a fleet of customized San Diego Center beach cruiser bikes to head out across the country and spread the word.
“[We wanted to illustrate] that planning your meeting in San Diego is as easy as taking a ride on your beach cruiser,” said Tom DiZinno, president of the San Diego shop. The marketing scheme, he added, will also help reinforce another of the center’s selling points–that many restaurants, hotels, shops and other attractions are within biking distance.
The promotion will be supported by print ads in October issues of convention and meeting trade magazines.
The campaign is being spearheaded by the San Diego Convention and Visitors Bureau.
–Teresa Buyikian