California Travel and Tourism Commission begins Canadian campaign
By Adnews Staff
The California Travel and Tourism Commission broke a new advertising campaign aimed at Canadians on Monday. This is the first time the commission has undertaken a major branding campaign in this country. The initiative, developed by MeringCarson of Sacramento, consists of a 30-second television commercial called "Work." The ad depicts Californians working while engaging in leisure activities including camping, golfing, surfing, snowboarding, wine tasting and dining. The ad ends with Governor Arnold Schwarzenegger asking viewers when they can start work in California. The ad uses the tagline, "California. Find Yourself Here." Another 30-second commercial called "You'll be Back" will be released in 2008. "'Work' is an evolution of CTTC's highly successful television branding campaign that featured celebrities Clint Eastwood and Teri Hatcher," said Caroline Beteta, executive director of the commission. "This year we are focusing US$1.3 million on this program to increase Canadian visitorship to California."