Tourist Spot

MarketInk: “Happy and You Know It” in San Diego is the theme of an $8 million tourism campaign

The San Diego Tourism Authority, a publicly funded nonprofit, announced plans to spend $8 million on advertising to promote San Diego as a tourist destination through the end of June.

The majority of the spending, approximately $6.27 million, will be for a new ad campaign called “Happy and You Know It.”

The campaign is anchored by a 30-second television ad, which debuted last Saturday in the final round of the Farmers Insurance Open golf tournament, when much of the country was experiencing freezing temperatures. The spot features scenes of surfers, kayakers, roller skaters, and cyclists with the Pacific Ocean as a backdrop.

The spot’s theme song features a modernized version of the catchy nursery rhyme performed by Michael Franti & Spearhead.

The spring media buy will also include the spot aired during pre-game coverage of the Super Bowl, Beijing 2022 Winter Olympics, March Madness NCAA College Basketball Tournament games and season National Basketball Association regular, as well as other prime-time programming in select markets.

The campaign’s multimedia approach will include television, digital, radio and billboards aimed at reaching regional and national audiences in the West, with a focus on key markets of Los Angeles, Phoenix, San Francisco and Sacramento. The tourism authority expects the campaign to generate 250.4 million impressions over the next five months.

Julie Coker, president and CEO of the authority, said the new campaign builds on the “Sunny Outlook” brand that the organization has cultivated over the past decade.

“Now more than ever, travelers are looking for places with diverse communities and people where they can escape and explore, and San Diego fits the bill for so many potential visitors,” Coker said. “Our natural beauty, outdoor offerings, world-class arts and culture attractions, and near-perfect climate ensure a happy and healthy vacation.”

The tourism authority said data from Destination Analysts, a market research firm that studies travel attitudes and behaviors in the United States, showed that Americans will be interested over the next 12 months in enjoying scenic beauty, warm weather outdoor activities, road trips, dining at regional restaurants, visiting historical sites and enjoying street food while traveling.

“These types of experiences are exactly what San Diego has to offer,” Coker said. “This campaign will be critical in getting that message across to potential visitors to ensure San Diego has strong footfall throughout the busy spring and summer months so our tourism industry can continue its ongoing recovery.”

The tourism authority said its ‘Happy and You Know It’ campaign was developed after brand research carried out over the past year by its advertising agency, The Shipyard, an advertising agency called formerly Mering in San Diego until sold in December 2020 to The Shipyard, based in Columbus, Ohio. Dave Mering had run the agency since 1985.

According to the tourism authority, focus groups of leisure travelers in California, the West, Northeast, Southeast and Midwest were surveyed to determine brand attitudes and perceptions. San Diego. The results were that San Diego has a well-defined brand with focus group participants describing San Diego as a “well-being, friendly and vibrant place that is both laid-back and lively,” said Kerri Kaptich, COO of the tourism authority that oversees marketing efforts.

“The vibe and the product are in complete alignment with consumer sentiment, travel motivations and what connects them emotionally to a destination,” Kapich said. “The San Diego brand has become stronger than it was before the pandemic, which means we have the opportunity to attract more visitors with our sunny skies and positive outlook.”

The tourism authority is funded in part by the San Diego Tourism Marketing District Corp. with City of San Diego Tourism Marketing District Assessment Funds.

Mamma Chia receives a brand refresh from the Gestalt Brand Lab

Gestalt Brand Lab, a San Diego branding and marketing agency, announced that it has completed a brand refresh and packaging relaunch for Carlsbad-based health food company Mamma Chia.

The rebranding included refreshing the Goddess Mamma Chia icon, updating the color palette and developing new packaging for all products ranging from Chia Seeds, Chia Drinks and Chia Soft Pouches. .

Gestalt said all of Mamma Chia’s offerings are aligned with a master design aesthetic that was created to reflect the company’s dedication to inclusivity, diversity, and body-positive ways. Updated product packaging will appear in February on the Mamma Chia website and on shelves at retailers including Vons, Frazier Farms, Sprouts and Whole Foods.

Gestalt officials declined to disclose a dollar amount representing projected ad spending for 2022.

Founded in 2009, Mamma Chia officials said in a statement that the time had come for a rebrand.

“For more than 10 years, Mamma Chia has been on an incredible journey to nurture the uplifting souls of our communities,” said Janie Hoffman, Founder and CEO of Mamma Chia. “We understood the need for a more inclusive and empowering brand image, and Gestalt was the perfect partner to bring our vision to life. In terms of aesthetics, this is a drastic change for our brand, but it’s a change that better reflects our core values. We believe there is a place for everyone at the Mamma Chia table and this rebranding energizes and revitalizes us for the journey ahead.

Gestalt Managing Director Brian Munce said, “For years Mamma Chia has been one of the best functional products on the market with real benefits, but their branding and packaging just wasn’t up to par. pitch of the company’s deliberate and intentional heartbeat. Our new branding helps introduce their products to a much wider audience.

Gestalt Creative Director, Chad Farmer, said, “We’ve taken the ‘less is more’ approach with this project and as a result the Mamma Chia product really stands out from all others on the market.

Gestalt Brand Lab was founded in December 2019 by Farmer and Munce, two former employees of the Lambesis Agency, a high-profile San Diego advertising agency that closed in 2019. Its clients include restaurants Luna Grill, Gaggenau , Grand Mariner and Jamba Juice.

The New York Times advertises on Tik Tok for the first time

For the first time, The New York Times, sometimes referred to as the Old Gray Lady, is advertising Tik Tok, the world’s fastest-growing video-sharing app popular with teens, Generation Z and Generation Y.

The Times’ brand marketing campaign, titled ‘The truth takes a reporter’, spotlights some of its 1,700 reporters as they film themselves with their phones.

As reported by Media Post, an advertising industry trade publication, the campaign will also include placements on TV and streaming sites, audio spots and digital billboards at subway stations in New York.

“This campaign celebrates the journalists who create the stories that help our readers understand the world,” said Amy Weisenbach, senior vice president, The New York Times Company. “The emphasis on the word ‘By’ personalizes who is behind the bylines readers see in The Times every day. These reporters are real people who are passionate about what they do, and they play a vital role in search for truth.

Vincent Yang of Firework, a video streaming technology platform for retailers, said, “Their choice of platform isn’t just about winning the hearts and minds of young readers. It is the emerging new format for digital discovery where media also meets e-commerce. Brands can learn a great lesson from the best and brightest media to win back their customers and re-engage them on the entire journey towards building vibrant digital communities.

Tik Tok, owned by Beijing-based ByteDance Ltd., reportedly reached one billion users in September 2021.

The Voice & Viewpoint newspaper presents the 2022 gala

The San Diego Voice & Viewpoint, a local black-owned newspaper, will present its ninth annual gala from 6-7:30 p.m. on Friday, February 4, as a virtual event. The theme of the event is “Pursuing a Story of Service”.

The gala will feature recognition of people who have given generously and tirelessly of themselves, the newspaper said. Winners will include Laila Aziz and Tasha Williamson for the Unsung Hero Awards, Precious Jackson-Hubbard for the Gerri Warren Humanitarian Award, and Bishop AB Vines, Sr. for the Good Shepherd Award. Other winners include the Jacobs and Cushman San Diego Food Bank and Feeding San Diego for Organizational Excellence Awards. For more information about the event, visit

San Diego Voice & Viewpoint, now in its 62nd year of continuous publication, is considered San Diego’s largest black publication with a weekly print readership of over 25,000. In 1987, the newspaper was acquired by husband and wife John E. Warren and the late Gerry Warren, who died in 2009 at age 62.

Rick Griffin is a public relations and marketing consultant based in San Diego. His MarketInk column appears weekly on Mondays in the Times of San Diego.

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