Billy Crystal may not have a cameo in Long Beach’s new winter commercial, but the 30-second spot features several city scenes in an effort to pitch the beach town as a year-round destination.
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The commercial, the release of which the city announced Dec. 13, highlights images of local shops and restaurants, including Unsound surf shop and Lola’s Kitchen & Wine Bar, all decked out in Christmas decorations, as well as scenes from Boardwalk Lights, the seasonal- and nautical-themed lights initiative that brightens a section of the new tropical wood walkway each night.
“This holiday season, this city of Long Beach has something for everyone,” says the voiceover at the start of the commercial.
The commercial is part of a post-Hurricane Sandy marketing campaign that the city spearheaded last summer to attract visitors to Long Beach, which included television and radio ads. In one commercial, Crystal lounges in a chair on a beach and beckons out-of-towners to visit the “paradise” that is his native town.
“New Long Beach commercials will be airing in the coming weeks, emphasizing all that there is to do here,” Fran Adelson, vice president of the Long Beach City Council, said in a statement about Long Beach’s winter events last week.
The marketing campaign, which costs between $500,000 to $700,000, is provided for through New York stage grants and several sponsors.