DREAMS THAT DELIVER

Visit California catapulted its marketing efforts in FY16/17, inspiring a bigger global audience than ever before.

The Dream Big Dividend paves the way for deeper programs that speak to specific travelers, beckoning them to the Golden State.

Yielding Gains for the Industry

  • $330 to $1 ROI
  • 4.7 million INCREMENTAL TRIPS
  • $10.3 billion INCREMENTAL VISITOR SPENDING

Success
Quantified

Examining Visit California's marketing programs by audience — consumers, media and travel trade — brings results into focus. Global activity across paid, owned, earned and trade fueled desire for the California experience worldwide.

Paid
8.2 Billion Total Global Brand Impressions 36 Percent
  • 11 brand markets
  • 70 weeks of TV
  • 111 weeks of OTV
  • 238 weeks of digital banner ads
Owned
108 Million Dream 365TV Video Views 4,000+ Percent
  • 18.9 million page views on Visit California global websites (1.2 million more partner handoffs than the year prior)
  • 413 million global social media impressions
  • 10.6 million global e-newsletter sends
  • 1.5 million California Welcome Center visitors
Earned
$521 Million Global Media Value 48 Percent
  • 6 billion global impressions
  • 700+ total media hosted (more than double the year prior)
  • 10,000+ media placements
  • 2,500+ media participants at events globally
Travel Trade
25+ Sales missions & Trade Shows 25 Percent
  • 2,500 California brochure pages
  • 40 FAM tours
  • 1,300 California industry participants
  • 3,900 meetings with travel trade
  • 14,400 trained trade representatives

CY2015

VISIT CALIFORNIA ADVERTISING ROI

The state’s 2015 media buy increased more than 40 percent for brand advertising programs in Canada, United Kingdom and China. This returned an ROI of $330 for every $1 in media spend.

Because calendar year results are only mid-year for the fiscal year activities, program measurement and ROI is only available for United States, Canada, United Kingdom and China.

 

2015 Impact & ROI

Domestic

Canada

United Kingdom

China

Trips

4.3 million

200,700

98,000

123,800

Average spend per trip

$2,090

$2,411

$3,797

$3,688

Visitor spending

$9 billion

$484 million

$371 million

$457 million

Tax revenue

$575 million

$31 million

$24 million

$29 million

Campaign investment

$21.5 million

$1.9 million

$3.2 million

$4.6 million

ROI

$418

$254

$114

$98

CY2015

ADVERTISING RESULTS
BY SEGMENT

California’s tourism industry segments gained more than $10.3 billion in additional revenue resulting from Visit California’s robust global marketing efforts.

  • 12% ($1.2 billion) ATTRACTIONS
  • 19% ($1.9 billion) FOOD AND BEVERAGE
  • 4% (414 million) ENTERTAINMENT
  • 13% ($1.4 billion) TRANSPORTATION AND TRAVEL SERVICES
  • 39% ($3.9 billion) LODGING / ACCOMMODATIONS
  • 13% ($1.3 billion) SHOPPING

Global Brand Marketing

Visit California executed a creative brand refresh of the umbrella brand spot, which became “Average Joes.” The commercial harnesses the star power of actress January Jones, pro-snowboarder Shaun White and legendary quarterback Joe Montana, and was adapted for audiences in China, Mexico, Brazil, Australia and the United Kingdom.

Visit California also unveiled “Kids Unplugged,” a refreshed spot inspiring families to experience the California lifestyle. The ad features “Blackish” stars Marsai Martin and Miles Brown.

Visit California TV Commercial - "Average Joes"

Visit California TV Commercial - "Kids Unplugged-Wizard"

Visit California TV Commercial - "Dreamers China"

Global Websites

Driving Traffic to Destinations

Panoramic views of iconic vistas greet visitors to VisitCalifornia.com. Localized for 13 markets, the website is an inspirational introduction to California and a pathway to information from trusted sources. In FY15/16, Visit California expanded and enhanced the sites’ video viewing experience and refined the mapping approach for an improved customer experience.

  • 18.9 million 
(+60% YOY) PAGE VIEWS
  • 15 million SESSIONS
  • 13.5 million GLOBAL USER SESSIONS
  • 1.9 million PARTNER HANDOFFS TO 2,500 PARTNERS
  • 3:50 AVERAGE TIME ON SITE

Dreams365TV

VIDEOS SHARE CALIFORNIA INSPIRATION

Dream365TV features stories of dreams coming true in California. Visit California continued to build the network’s content library in FY15/16, for a total of 58 original videos across three series – “California Dreamers,” “California Dream Eater” and “California Always in Season.”

WATCH DREAM365TV NOW

  • 108 million GLOBAL VIDEO VIEWS
  • 331 years VIEWING TIME
  • 64 ORIGINAL VIDEOS ACROSS THREE SERIES

Public Relations Highlights Videos

July-September 2015

October-December 2015

January–March 2015

Media Events

GLOBAL TRADE SHOWS AND SALES MISSIONS

REACHING GLOBAL CONSUMERS

Visit California led or participated in more than 25 trade shows and sales missions in FY15/16 to reach global buyers for product development. In November 2015, a new global trade show booth with panoramic California views was unveiled for trade shows across Tier 1 international markets. Images in the new booth displays stretch 40 feet across and tower above exhibits, providing a stunning, only-in-California visual impact.

  • 1,300 CALIFORNIA INDUSTRY PARTICIPANTS
  • 3,900 MEETINGS WITH TRAVEL TRADE
Canada

Canada Sales Days, Toronto (April 2016)

United States

IPW, New Orleans (June 2016)

National Travel Exchange, Atlanta (January 2016)

Go West Summit, Anchorage (January 2016)

Mexico

Mexico Sales & Media Mission (January 2016)

Brazil

WTM Latin America, Sao Paulo (March 2016)

Brazil Sales & Media Roadshow (October 2015)

United Kingdom

World Travel Market, London (November 2015)

United Kingdom and Ireland Sales Mission, London and Dublin (July 2015)

Germany

ITB, Berlin (March 2016)

Germany Sales Days (September 2015)

france

France Sales Days, Lyon, Paris (March 2016)

Top RESA, Paris (September 2015)

italy

Discover America: Showcase Italy, Turin (March 2016)

Expo Milano (October 2015)

Scandinavia

Discover America: Showcase Scandinavia, Copenhagen (March 2016)

Middle East

Arabian Travel Market, Dubai (April 2016)

China

China Sales Mission, Beijing & Shanghai (April 2016)

China International Travel Mart, Shanghai (November 2015)

China CEO Mission (May 2016)

India

Brand USA India Mission (September 2015)

japan

JATA Tourism Expo (September 2015)

Taiwan

Taipei International Travel Fair (November 2015)

Australia / New Zealand

Visit USA Australia/New Zealand, Sydney, Melbourne, Brisbane, Christchurch, Auckland (February 2016)

Australia/New Zealand Sales Mission (August 2015)