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Visit Oakland appoints Carol H. Williams Advertising for its rebranding as a destination
(August 5, 2013) Visit Oakland has chosen world-renowned advertising and branding firm Carol H. Williams Advertising (CHWA) as its new agency of record. After a thorough selection process, CHWA proved to be the best fit for Visit Oakland and the destination as a whole. A committee of Oakland stakeholders was involved with the request for proposals and final selection process.
CHWA will be tasked with developing a destination brand that will position Oakland as a premier travel destination for leisure travelers, meeting planners and group conventions. Working in conjunction with Young Strategies, Inc., who have conducted visitor research this year, the goal is to have an overarching brand for the destination that will be embraced not only by visitors, but also Oakland's residents, business community and municipality. The scope of work for CHWA will include strategic messaging, brand architecture, media planning, advertising campaign development and other special projects.
"This is an exciting first step for the future of our destination," said Alison Best, president and CEO of Visit Oakland. "With this partnership, we have an opportunity to help reposition Oakland as a global destination. We are confident that Carol H. Williams Advertising will produce compelling creative and strategic messaging to help put Oakland in the spotlight."
CHWA focuses on the similarities and nuances across a diverse audience. The full-service agency is a member of the American Association of Advertising Agencies and has earned Platinum and Gold level recognition from nationally accredited awards for outstanding creative.
"We are honored to have the opportunity to work with Visit Oakland on this monumental project," said Carol H. Williams, founder of the agency. "We are grounded in Oakland and our team is led by proud Oakland natives immersed in our community, so we believe that we can be extremely effective as a partner for the destination marketing organization. There is so much to look forward to for Oakland."
Visit Oakland is a non-profit organization marketing the City of Oakland as a travel destination. Visit Oakland offers a wide variety of complimentary services and materials for travelers and meeting planners interested in experiencing Oakland. For more information, see www.visitoakland.org.
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