Marketing / Advertising
The Big Bay
Every day is a good day to escape to San Diego's waterfront. "This is a Good Day," a multi-level media campaign, was designed to appeal to families and couples and to stimulate patronage at the fun, affordable dining venues and attractions.
Results: The campaign elevated the presence of waterfront businesses significantly. Activity on the destination's new website increased 242% compared to the same period the year before. Click-through conversions from the site to tenant businesses jumped 71% for hotels, 34% for restaurants and 23% for attractions. The Orbitz program reported more than 3,200 Port hotel room nights — an 89 percent increase over the year before — with total bookings in excess of $420,000. Hotels ranked the Big Bay website as one of the top three referral sources for hotel bookings.
Awards: Regional Emmy® for Animation/Graphic Design; American Marketing Association AMY Awards (Critics' Choice Marketer of the Year and Integrated Campaign); Communicator Awards of Excellence (Print Advertising, Advertising Campaign, Radio Campaign); Communicator Award of Distinction for Promotional/Branding Integrated Campaign; MarCom Creative Gold Award for Ads/Magazine
The Working Waterfront
From the farthest corners of the globe to our local waterways, ports really do bring home the goods. As part of an overall maritime education effort by the Port of San Diego, MJE executed a multi-faceted campaign to vividly convey the value of the maritime industry. The PSA "Ports Bring Home the Goods" uses 3D virtual computer animation to illustrate our daily lives without Port deliveries.
Results: The integrated campaign, including a signature event, broadcast PSAs, news interviews, media tours and presentations, raised awareness of the importance of San Diego's Port among key stakeholders. The breakfast event was a sell-out. A local TV station provided three hours of live coverage about the Port of San Diego. The Port has subsequently taken a leadership role in promoting the maritime industry and other North American ports will be licensing elements of this campaign. This is now an annual event.
Awards: Telly Awards, Bronze Bernays
San Diego International Auto Show
The hottest cars in the world are featured at the San Diego International Auto Show. The New Car Dealers Association of San Diego County hosts one of the biggest shows in San Diego and for 5 years MJE Marketing campaigns revved attendance.
Results: 100,000 people continue to attend these shows - even during a tough economy. Year-over-year ticket sales and vendor participation have increased. MJE's integrated campaign sells the racy side of our SoCal car culture, driving 1.4 million visitors to the website -- 5,000 e-tickets sold online. Presale tickets were up 46 percent and e-ticket sales were up 500 percent after MJE's involvement. More than 53 percent of attendees surveyed had never attended the show before.
The comprehensive advertising campaigns have contributed to year-over-year increases in ticket sales and vendor participation.
Awards: Two regional Emmys; AVA Platinum Television Spot Award; Communicator Award of Excellence for Print Design (Outdoor), Platinum MarCom Creative Awards for Television/Single Spot and Direct Marketing/Ads/Newspaper; MarCom Creative Gold Award for Direct Mail/Other; PRSA Silver Bernays Award of Merit for Integrated Communications; Bronze Bernays Award of Merit for Interactive Communications: Websites, San Diego Creative Show Bronze Award for Newspaper Ads; San Diego Creative People's Choice Awards (Mixed Media & Consumer Campaign, Newspaper Ad, Out-of-Home Billboard), Silver and Bronze Telly Awards for Commercials (Automotive, Events); Videographer Award of Excellence for Television Spot
California Bank & Trust
For 50 years, California Bank & Trust (CB&T) has defined "California Banking." MJE helped CB&T elevate its brand with a new, distinctive identity and messages aimed at personalizing banking for businesses throughout the Golden State. The "Hello" creative put a face to CB&T bankers committed to their clients and community.
Results: Businesses contributed their first-hand banking relationship stories, chronicling CB&T's support on realizing their great ideas. The campaign continues its second year with the "YES!" creative and has been extended into broadcast, online, outdoor, additional print and viral.
