FY16-18 Marketing Plan

The FY16-18 Dream Big Dividend Work Plan outlines the objectives, strategies and tactics of Visit California’s global marketing programs.

Executive Summary
A welcome from President and CEO Caroline Beteta.

Section 1: Background
Explore how Visit California's state-level marketing programs are developed, as well as their expected returns in the Dream Big Dividend funding environment.

Section 2: Marketing
Here you will find details on Visit California's target global markets, the research driving the strategic direction of the program of work and the expanded plan now that the Dream Big Dividend is a reality.

The complete proprietary marketing plan is available to California travel industry partners. For a copy, please send an email to communications@visitcalifornia.com.

Section 3: Communications
Learn more about Visit California's efforts to deliver value and resources to assessed businesses, as well as to drive home the "Why Travel Matters" message with media, legislators and other thought leaders around the world. 

Section 4: Operations
Visit California is working to reinforce its infrastructure to fully execute the Dream Big Dividend Work Plan. Read more about what we're doing here.




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Marketing to China

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Market Info
Thank you to our Golden State Sponsors:
MeringCarson Time Inc