City buys campaign on “Mighty 1090”


A series of radio spots by Lake Elsinore, CA and area businesses touts the city as the “action sports capital.” It mentions sky diving and motocross, among other activities. The buy was placed on BCA’s XEPRS-AM, known as The Mighty 1090 (formerly XX Sports Radio) San Diego. Its signal originates from Rosarito, Baja California, Mexico, and it broadcasts in English out of studios in San Diego. XEPRS is the flagship of the San Diego Padres and San Diego Toreros men’s basketball. It’s also the station that was immortalized along with Wolfman Jack in the movie American Graffiti.

Lake Elsinore is paying $8,000 of a $12,000 contract for the 16-second ads while the Lake Elsinore Storm, Skydive Elsinore, Lake Elsinore Hotel & Casino and Summerly golf course are kicking in $1,000 each.

The creative includes a female voice delivering the following message or a variation of it:

“This summer your challenge is to sky-dive, wake-board, motocross, jet-ski, golf, water-ski, hang-glide, play cards, watch baseball and rock climb all in one weekend. It’s all in Lake Elsinore, California, located an hour or so from San Diego, L.A. or the O.C.”

“It’s time to change the perception of Lake Elsinore to what we really are and that is part of what these ads are for,” Dave Oster, president of the Lake Elsinore Storm minor league baseball team, told The Press-Enterprise. “We have all these little hidden gems like the baseball stadium, skydiving, the lake, the casino, motocross and that’s who we are.”

The goal is to ramp up the city’s tourist industry by increasing awareness of what the city has to offer, especially in the way of outdoor recreational opportunities.

“We’re looking to expand adjacent markets where it’s an easy drive for somebody to make their way up to Lake Elsinore and check us out,” he said.

Also, Oster said, the ads strive to change the perception among outsiders that Lake Elsinore is an out-of-the-way place with a dying lake. Thanks to various interventions, the lake is in good health and the city was the fastest growing city by percentage of population growth in Riverside County last year.

The ad package launched at the beginning of August and should run through the end of the year.

See the Press-Enterprise story here.