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Article: Lavish lattes land in La Jolla as new ad scheme: doctors drop millions here during recent medical conventions.(Tourism)(La Jolla advertising techniques)(Brief Article)
- Article from:
- San Diego Business Journal
- Article date:
- December 13, 2004
- Author:
CopyrightCOPYRIGHT 2004 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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A La Jolla merchants group has retained the advertising agency used by the San Diego Convention & Visitors Bureau to help put some ooh-la-la in La Jolla tourism.
The $250,000 campaign, designed by Di Zinno Thompson advertising, is sponsored by Promote La Jolla, the community's 1,200-member business improvement district.
While statistics show that summer tourism in La Jolla is stronger than ever, the merchants association Connie Lewis views Downtown San Diego's popular Gaslamp Quarter as its chief competitor for off-season visitors.
With a tagline "Shelter from the Norm," ads will play off the "La" in La Jolla to tout the area with phrases such ...