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Curiosity, Creativity and the
Real Story
Writer - Advertising, Marketing & PR
As a writer, Gini is always seeking the real
story about people, places, and products. Her
natural curiosity fuels her work and creativity.
She began her career as a reporter, but was drawn
to marketing and advertising because she loves working with artists
and other creatives. Gini’s early
reporting experience makes it easy for her to
zero in on a company, and see stories and creative
connections others miss. She jokes, “My
family says they can’t take me anywhere… I’m
always meeting someone new and getting a cool
story!”
With over two decades of professional writing
experience—most
recently in the travel industry—Gini consistently delivers compelling
copy that’s fun, active, and engaging for print, direct mail,
radio, TV, and the Web. A strategic and creative
thinker, she is adept at finding and building the brand voice for
national and regional accounts in travel, food, wine, retail, and
high tech. One of her favorite projects was writing the popular AAA Weekend Travel Tips,
a series of radio spots featuring offbeat travel
destinations and events, from the Pez Museum in Burlingame to the
Father's Day Crawdad Festival on the Delta. The spots aired weekly
on San Francisco’s
KCBS Radio.
A graduate of the University of South Florida’s theatre program,
with a minor in film and TV, Gini melded her film and writing background
as a marketing coordinator at Industrial Light & Magic (ILM),
Lucasfilm’s award-winning special effects group, where she helped
develop a range of innovative marketing and PR initiatives, including
educational seminars and Hollywood outreach programs. She explains, “Before
the advent of computer graphics—pioneered by ILM’s amazing
artists and technologies—films like Jurassic Park or Pirates
of the Caribbean existed only on the written page. So it was
a big marketing deal, educating Hollywood directors
and stakeholders about the new technology and story-telling possibilities
of computer graphics.”
Gini’s marketing savvy landed her a job as a staff copywriter
at a busy ad agency, and later as a contract writer for Bay Area boutique
agencies and corporate marketing teams, where she worked on projects
for Consorzio Flavored Oils & Vinegars, Napa Valley Mustard Company,
Robert Mondavi Winery, Sutter Home, Cost Plus, LeapFrog, and Macy’s,
among others. When she’s not gardening or volunteering at her
son’s school, she can be found planning her next road trip. “Travel,
food, wine, and art,” she says. “For me, it’s all
connected—delighting the senses and exploring something new!”
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