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Earned & owned content

Inspiring Travelers, Wherever They Are

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23k earned media placements
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180 partner submissions published to
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15M unique visitors to
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3M Partner handoffs
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Guiding Visitors

The annual visitor’s and road trips guides feature local tips and state-spanning adventures for every type of traveler. The free publications are distributed at California Welcome Centers and bundled with Food & Wine, Travel + Leisure and All Recipes — and are available for bulk order.

Star-studded Podcasts

This newest seasons of the California Now Podcast feature interviews with celebrity guests who offer surprising and well-informed takes on the best ways to experience the Golden State. This year’s episodes were downloaded 210,000 times across all major podcast platforms.

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Tony Hawk’s San Diego Apr 18 - California Now Podcast
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L.A. Chef Brooke Williamson Apr 4 - California Now Podcast
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Blake Anderson’s California Hangouts Mar 7 - California Now Podcast
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Bright Lights, Big Headlines

The public relations team generated state, national and global exposure for hundreds of businesses and destinations in top publications and broadcasts. Many of these earned media wins began with an industry PR submission.

Creating California Ambassadors

160 advisors, media and influencers hosted
22k Restaurants Visited
11k Room Nights booked
110+ rental cars booked

Press Trips & Familiarization Tours

Immersing media, influencers and travel trade reps in California’s abundant experiences creates enthusiastic global ambassadors and tangible results: vivid media coverage, social media engagement and more trips booked for clients. Itineraries included destinations in and beyond the gateways, inspiring visitors to extend trips and explore every corner of the Golden State.

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Source: Dean Runyan Associates, Inc.

Amplifying Local Stories

Visit California has embraced a California Locals strategy, publishing an always-on stream of hyperlocal content in partnership with the state’s DMOs and local businesses. The free Travel Stories platform empowers DMOs to collaborate with their tourism community to publish bite-sized tourism features that drove millions of story views this year across DMO websites,, and Google Search and Discover. On the thriving California Locals portal, tourism industry members from every state region share their passion for their hometowns and insider secrets.