Greenhaus, a San Diego creative marketing agency, has launched a branding platform and national advertising campaign for client Visit Dallas, a destination marketing organization for the Texas metroplex.
The mission of Visit Dallas is to promote tourism, increase business and city revenues and create and sustain jobs, a statement said.
The ad campaign, scheduled to roll-out in June and continue over the next three years, will include traditional print, broadcast, outdoor, digital placements, search and social buys, event sponsorship and activations and selected travel platform partnerships, according to Greenhaus.
Initially, over an eight-week run, seven billboards and 16 kiosks throughout Dallas will feature the campaign’s theme of “Maverick, Can-Do Spirit,” which highlights a diverse, welcoming intermingling of personalities, perspectives and passions.
Also, a 30-second TV spot features local Dallas personalities, including Arike Ogunbowale, who plays for the Dallas Wings, a women’s professional basketball team, and Cynt Marshall with the National Basketball Association’s Dallas Mavericks and the first black woman to serve as CEO of an NBA team.
Total media expenditures were not disclosed, but a Greenhaus spokesperson told Times of San Diego the national campaign features a multi-million dollar budget.
“We wanted to craft this unified destination brand to illustrate the individuality that is Dallas, transformed from the oil cowboy cliché into an emerging global power, future facing, magnetically energetic and impossible to ignore,” said Paul Whitbeck, managing partner, Greenhaus. “The creative campaign will then build upon this foundation, showcasing a destination full of homegrown tastemakers and innovators driving the concept that Dallas allows and invites everyone to experience and do whatever you need for fun and work alike.”
The national campaign is planned to reach into other markets outside of Texas, according to Whitbeck.
“While there continues to remain a strong focus on core Texas travel markets and popular drive-short-haul flight audiences, we felt the time was right to add in major metro fly markets with substantial spends and innovative city takeovers in large markets such as Chicago, Los Angeles, Miami-Fort Lauderdale, Philadelphia, Seattle-Tacoma and San Francisco, among others,” he said.
According to Greenhaus, the campaign represents the culmination of nearly two years of research, outreach and community feedback. Input came from more than 30 individual stakeholder interviews, eight national and local qualitative focus groups, three customer advisory board groups comprised of meeting professionals and three Dallas-based, brand workshops, as well as more than 1,500 individual survey responses.
“We are thrilled to work with Greenhaus to redefine Dallas and share a new destination brand with our local, regional and national audiences,” said Visit Dallas CEO Craig Davis. “Greenhaus has been an essential partner in telling the Dallas story and including all of our partners as a vital part of this process as we embark on this new journey and create what’s next.”
San Diego’s Crowe PR Adds Staff in Florida
Crowe PR, a San Diego-based integrated public relations agency with 26 employees, has announced the hiring of two team members who will remain in Florida, including Jamie Avalon of Fort Lauderdale and Alana Pulver of Delray Beach.
The agency said the two new employees based in Florida, each with five years of PR experience, will serve clients in the consumer packaged goods, apparel and spirits industries.
Avalon has experience working with food-and-beverage brands, including Dunkin, Caribou Coffee and Little Caesars. Pulver has experience with Kay Jewelers, Coca-Cola and Mars.
Also newly hired is Veronica Correa as social media manager, with five years of PR experience. Correa, who will be based in San Diego, will focus on driving digital brand growth through the creation of compelling social media strategies, a statement said.
“As Crowe PR continues to expand its services and client roster, adding these three powerhouse women is a significant asset to our team,” said Natalia Barclay, senior director of communications, Crowe PR. “Their wealth of expertise in media, social media and influencer marketing strategy will only further our capacity to create and implement effective campaigns for our clients. This strategic move reaffirms our commitment to delivering targeted solutions and measurable outcomes for our clients as we expand our team and expertise.”
Crowe PR also announced the promotion of four employees, including Cara O’Connell to media manager, Madison Garca and Grace Singh to PR manager and Angelica Olivas to integrated PR executive.
Headquartered in San Diego, Crowe PR has a second location in New York City and staff around the country
KCD Public Relations Wins Award for eBook
KCD PR, a San Diego-based, boutique public relations agency specializing in financial services, fintech and technology industries, reports it has received an Award of Distinction from the Academy of Interactive and Visual Arts for its free eBook, “Fintech PR: Strategies for Growth and Success.”
“It’s an honor to receive this award for something our entire team worked on,” said Kevin Dinino, KCD PR founder and president. “We’re thrilled to see our work recognized on such a high level. We pride ourselves on providing clients with the expertise needed for success and are happy to create this guide as a free resource for any who need it.”
A statement said the ebook features techniques for maximizing media coverage, practical tips for crisis communications, tips for driving thought-leadership efforts and PR perspectives unique to the fintech industry. The ebook is available at kcdpr.com/fintech-ebook-download/.
(W)right On Communications Recognized by Newsweek
(W)right On Communications, a San Diego public relations firm, has announced it has been included on Newsweek magazine’s inaugural list of America’s Best PR Agencies.
The agency said the list was based on a survey of 2,400 industry professionals who identified the top 150 PR firms among more than 12,000 agencies operating in the U.S.
(W)right On also said that Newsweek noted the firm’s expertise in four categories, including: healthcare and pharmaceuticals; consumer goods, retail and fashion; internal corporate communications and employee engagement; and brand reputation and marketing.
“This achievement is a testament to the trust placed in us by our incredible client partners and the savvy and imaginative (W)right On team delivering impactful results every day,” said Grant Wright, CEO of the agency. “This recognition reaffirms our dedication to leading the way in the ever-changing communications industry.”
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.