California Travel & Tourism Commission: Californication of the UK

This paper reveals how the California Travel & Tourism Commission, in conjunction with Black Diamond and Feather Brooksbank, increased the visitation to California by UK residents as the economy began to slip into a recessionary climate. The creative strategy was to make sure that California was at the top of consumers’ minds when thinking of a holiday destination. Instead of using large scale broadcast campaigns, carefully selected media, including a press partnership with The Times, was used to differentiate it from other tourist destinations. The campaign was used as a vehicle to drive consumers to the visitcalifornia.co.uk website. As a result, the campaign generated a payback of US$151 per every US$1 spent and a total of over US$670m in incremental travel revenue