Consumer action agency Mering has announced its appointment as agency of record for Visit SLO CAL, the non-profit destination marketing and management organization for San Luis Obispo County, California. The news follows a formal review in which Mering pitched alongside MMGY and Miles Partnership. The account, with billings of nearly $3M annually, was previously handled by BCF Agency, now Sunshine and Bourbon. Mering will engage in a full-service relationship, including brand strategy and development, media and creative. The agency will work alongside partners Turner PR and Simpleview.
The news comes after Mering announced in December that it was acquired by The Shipyard’s parent company, TSY Enterprises. This win is the first to be announced since the companies combined, a move that added The Shipyard’s data and creativity experience to Mering’s reputation as a results-driven partner that designs memorable creative campaigns.
“We’ve always admired Mering’s inspiring work, hopeful that one day we might have the opportunity to work together,” said Chuck Davison, President and CEO, Visit SLO CAL. “With the 10-year renewal of our Tourism Marketing District through 2030, that time has come, and we know that building upon and advancing the SLO CAL brand into a tourism destination of choice and aspiring lifestyle experience is something only Mering could help us achieve.”
“This was a tough year for international and domestic tourism, so we are thrilled to be starting 2021 on a high with Visit SLO CAL,” said Dave Mering, equity partner and Vice Chairman of TSY Enterprises. “Mering has a long history of creating effective work for California tourism, and driving consumers to some of the most iconic locations in the world. We are excited to be working together.”
Work will begin this month, with a new campaign debuting in Fall 2021 focusing on a refresh of the Visit SLO CAL brand that brings each of the county’s unique areas to life through a new ‘house of brands’ marketing strategy.