Visit California offers industry partners the opportunity to participate in the Global Leveraged Media Co-op in domestic and top-tier international markets of Australia, Canada, Mexico and the United Kingdom. The program is designed to provide industry partners with the opportunity to maximize their marketing efforts and drive more awareness for California as The Ultimate Playground. It offers a unique chance to access premium media placements, creative strategies, and digital platforms on both a domestic and international scale — all at a significantly reduced cost. Some of the key benefits include: Increased brand visibility: Enhance your brand presence through full funnel, high-impact advertising. Access to premium advertising channels: Gain exposure on top-tier media platforms. Cost-effective media buying: Save on media costs by leveraging collective purchasing power. Guaranteed added value impressions: Ensure higher engagement with guaranteed additional impressions on all media buys. Visit California Media spend match: Receive a 25% match on all media spend if adopting Visit California’s creative platforms. Partners who choose to adopt Visit California’s creative platforms — Childhood Rules, Let’s Play and Road Trips — have the option to work with The Shipyard to build out unique assets at no cost to the partner and receive a 25% match from Visit California. When deployed internationally, partners can take advantage of an uplift from Brand USA that will create a minimum two-to-one value proposition that drives consumers down the marketing funnel and provide opportunities to the California industry to enhance and achieve measurable results. These collaborative opportunities are available through media channels from Adara, AdTheorant, Expedia, Sojern and Tripadvisor. New partners for fiscal year 2024-25 are Amazon Ads and Netflix — providing premium connected TV opportunities to inspire travelers. The digital platforms will build higher funnel brand awareness while providing opportunities to increase engagement and conversion. Partners that are already advertising on these platforms with a minimum $10,000 spend should consider spending through Visit California’s co-op program to boost marketing dollars. The program launches in October 2024 and is available to join at any time through May 2025. For detailed information, please contact Yulianna Cisneros at ycisneros@visitcalifornia.com.

California Welcome Center Eureka held its grand opening on Thurs., Aug. 29, 2024, with over 70 industry partners in attendance. It's the 23rd center in the state. Many city and county officials celebrated the center along with notable attendees including Eureka’s Mayor Kim Bergel, City Clerk Pam Powell, Eureka Chief of Police Brian Stephens and Eureka City Manager Miles Slattery, who offered remarks. Also in attendance was the city’s mascot, a larger-than-life metal crab. Created by artist Dan McCauley in 2018, the sculpture was acquired by the city this year and is present at most city events including the popular Friday Night Markets, local concerts and parades.   Located just one block from the waterfront, the center is located in Eureka’s historic Old Town, situated among many popular restaurants and retail stores, making it the ideal spot for locals and tourists. The newest center is perfectly positioned to welcome inbound travelers from Pacific Northwest states as well as in-state and international travelers looking to explore the majestic redwoods and the North Coast Region. The center is also the homebase for the Friday Night Markets, an iconic weekly event that takes place during the summer months in the coastal town.