California Travel & Tourism Commission: California calling

This is the story of how visitation from UK residents was increased by 1% to the state of California, against a 4% drop in visits to the United States generally, and a 5% drop to other English speaking long haul destinations. Through identifying ways to reach people at different stages of their decision making process, a multi-media campaign was launched utilising celebrity TV and press advertising, as well as a promotion to award a member of the UK audience a place in the TV ad. The campaign outperformed all other territories throughout the world and returned $61 for every dollar spent, and a total of over $203m in incremental travel revenue.