Marketing shift for Covered Cal

Covered California Asian advertisingCovered California has hired a new marketing vendor, with the emphasis on outreach to minorities, young adults and the gay communities.

Campbell Ewald has been awarded a three-year marketing contract of $50 million per year, replacing Weber Shandwick, which handled Covered California’s first and second years in the health care market.

Meanwhile, Ogilvy Public Relations won a three-year contract for $2 million per year, extending its current PR relationship with the state Obamacare operation.

Covered California cited its advertising and marketing campaigns’ apparent success in reaching out to target groups, adding “we look forward to continuing these efforts with innovative multicultural and multilingual approaches.” (2014 Asian-targeted TV commercial pictured.)

L.A.-based Campbell Ewald beat out seven competitors for the contract. The company “presented our review team with unique ideas and thoughtful, culturally relevant messaging that can help us to reach California’s diverse uninsured population,” Covered California chief Peter Lee said June 17.

Both companies will employ specialist subcontractors in order to reach out to target groups.

Ogilvy is based in New York.

Campbell Ewald’s clients include Kaiser Permanente and the Navy.

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