California Tourism Launches 'Work' TV Spot October 8

California Tourism Launches 'Work' TV Spot October 8

SACRAMENTO, Calif., Oct. 8 /PRNewswire/ -- There is no question that Californians are a different breed; we put pleasure first and live life to the fullest. And, that "California Attitude" continues to drive the California Travel and Tourism Commission's (CTTC) branding campaign as evidenced in its new, star-studded "Work" television spot.

"Work," produced by Sacramento-based MeringCarson and launching nationwide October 8, is a tongue-in-cheek concept that plays off the notion that work for Californians is all play, research that came to light after the CTTC held a variety of focus groups with visitors and potential visitors to the Golden State. But the 30-second spot does more than just connect California's unique emotional benefits with would-be travelers. The commercial encourages consumers to take action, driving traffic to the CTTC's primary Web site (http://www.visitcalifornia.com/), a completely re-designed site that has generated more than 1 million page views and 150,000 unique visitors per month since January.

"'Work' is an evolution of CTTC's highly successful television branding campaign that featured celebrities Clint Eastwood and Teri Hatcher," said Executive Director Caroline Beteta of the CTTC. "According to Strategic Marketing & Research Inc. (an independent research firm), the 2006 spring/summer commercial, which was a $4.4 million campaign, generated $1.96 billion in incremental travel spending, $127 million in tax revenues and a return on investment of $29 to $1."

This year's broadcast ad funding saw a $3.1 million increase (from $11.9 million in FY 06-07 to 14.8 million in FY 07-08) when CTTC's marketing budget doubled from $25 million (FY 06-07) to $50 million. The $14.8 million budget is part of an $18.2 million buy that also utilizes print and online methods of advertising. The new budget allows the CTTC to remain competitive in the global marketplace and strengthen its overall brand platform. With the additional monies the CTTC will also increase marketing efforts in key domestic and international markets, including outreach to niche markets, will expand programs driving year-round visitation, and will further investment in technology and research.

The "Work" commercial features (as they appear) Daytime Emmy Award winner Vanessa Marcil, professional skateboarder Paul Rodriguez Jr., professional cyclist Levi Leipheimer, PGA Tour player Phil Mickelson, Vanessa Williams of "Ugly Betty," songwriter and musician Chris Isaak, winemaker and actor Andrew Firestone, and Rob Lowe of "Brothers and Sisters." Throughout the spot celebrities and California natives are seen "working" whether they are camping, golfing, surfing, snowboarding, skating, cycling, visiting amusement parks, getting a spa treatment, wine tasting, enjoying the sunset or dining.

The spot closes with Governor Arnold Schwarzenegger and First Lady Maria Shriver, and the Governor asking viewers when can they start "work" in California. The spot ends with CTTC's familiar tag "California. Find Yourself Here."

According to Beteta, the CTTC's target audience for the "Work" spot is adults ages 25 to 54 years, with a female skew, and household income of $75,000-plus. The media schedule emphasis is on prime programming on top-rated

networks, including TNT, Discovery Channel, Comedy Central, TLC, Food Network, E!, Bravo and the Travel Channel.

The organization plans to launch another 30-second commercial, titled "You'll be Back," that showcases California's abundance of wine and food through iconic winemakers and chefs. Both spots are designed to drive tourism to California, increasing both new and repeat visitation.

The CTTC is a non-profit organization with a mission to develop and maintain marketing programs -- in partnership with the state's travel industry -- that keep California top-of-mind as a premier travel destination. According to the CTTC, travel and tourism expenditures total $93.8 billion annually in California, support jobs for 929,000 Californians and generate $5.6 billion in state and local tax revenues. For more information about the CTTC and for a free California vacation packet, go to http://www.visitcalifornia.com/.

First Call Analyst:
FCMN Contact:

Source: California Travel and Tourism Commission

CONTACT: Sam Caygill of California Travel and Tourism Commission,
+1-916-402-7258; or Christine Pierson of Edelman PR, +1-916-288-2207, for
California Travel and Tourism Commission

Web site: http://www.visitcalifornia.com/

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Profile: International Entertainment