We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
California Travel & Tourism Commission: Californication of the UK
California Travel & Tourism Commission: Californication of the UK
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