A NEW ERA FOR CALIFORNIA TOURISM
California’s travel and tourism industry has entered a golden age.
The Dream Big Dividend doubled the state’s marketing budget to more than $100 million in FY15/16, providing the capital needed to amplify the California brand around the world.
The results are delivering global impact on a scale that, until now, was only a dream.
In inspiring travelers around the world to choose California, the state’s tourism industry laid the foundation to compete on a global scale like never before. By doubling the state’s international investment to $34.4 million, Visit California moved deeper into high-ROI markets, such as China and United Kingdom, and better positioned the brand in emerging markets, such as India and Brazil. A strategic partnership with social media agency ICUC enhanced the ability to connect with potential visitors through localized content across the globe.
- 8.2 billion
China is a critical market for California with more than 1.1 million visitors in 2015, outpacing all overseas markets. Visit California tripled its efforts in China with a nearly $10 million investment, along with hosting its largest Sales and Media Mission, and leading the first CEO Mission to develop relationships with key Chinese executives and government leaders. In the Golden State, Visit California facilitated 11 Global Ready China seminars to prepare the industry to welcome Chinese visitors.
- 1.1 million
California was on display for millions of global viewers through an innovative broadcast integration with season 13 of “Top Chef.” A collaboration with six destination partners made it possible for Visit California to bring the popular show to the state for the full season. The collective $1 million investment was amplified by media outreach, returning an added $19 million in media value.
- 210 million
Leveraging Super Bowl 50
Super Bowl 50 delivered a historic moment for the Golden State with more than 167 million viewers tuning in to see a glimpse of California, along with 1.9 million visitors attending Super Bowl 50 events. Visit California partnered with the Super Bowl 50 Host Committee, and extended the state’s exposure through “Bay Area or Bust” – a special three-part Dream365TV original video series, leveraging the limelight of popular YouTube stars and legendary quarterback Joe Montana.
- $2.2 million
- 97 million
- 56 years