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The foundation of CTTC’s brand advertising program is national cable television. Through a series of star-studded commercials featuring celebrities, athletes, chefs and winemakers, along with Governor Arnold Schwarzenegger and First Lady Maria Shriver, the California attitude is showcased, reinforcing that Californians put pleasure first and live life to the fullest. For the spring 2009 buy, "Work" and "You'll Be Back" will air nationally from February 9 through May 17.
As a measure to address the recessionary climate, CTTC is revising the "Work" spot to incorporate previously shot scenes that showcase cost-neutral activities – son burying his father in sand at the beach, camping, etc. – as well as a longer, stronger voice-over ending that reinforces the value proposition of “abundance.”
In addition to the national cable TV buy, CTTC continues its strategic alliance with Southwest Airlines. A :20 version of “Work” with a :10 Southwest Airlines tag promoting fares to California will air in key spot markets such as Chicago, Houston, San Antonio, Dallas, Denver and Phoenix.
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Click here to see the 2008-2009 Domestic Media Plan.
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