Tier 1 Markets
Visit California invests heavily in direct-to-consumer advertising and promotional programs in seven Tier 1 markets – United States, Canada, United Kingdom, China, Australia, Mexico and Brazil. An integrated cross-channel media mix ensures a concentration of paid media activity to gain reach and influence across devices and screens. A concentration of paid media activity seeks to increase the depth of programming, while achieving optimal reach in each country and supporting trade and public relations initiatives.
- Continue to develop the California Brand to differentiate the unique California experience from global competition.
- Build awareness and inspire the desire to travel to California.
- Deepen consumer engagement with the California Brand.
Tier 2 Markets
Visit California employs direct-to-consumer media to drive traffic to its owned channels, augmenting trade and public relations initiatives, in four Tier 2 markets – France, Japan, Germany and South Korea. Consumer-facing, content-driven programs consist of limited paid media activity to support traffic, acquisition and engagement in four markets. Search-engine marketing using targeted key words is implemented in each market, along with paid social media tactics to boost fans and followers and promote key content.
Tier 3 Markets
Visit California reaches consumers indirectly through trade and public relations initiatives and works closely with Brand USA to maximize its investment in three Tier 3 markets – Italy, India and Scandinavia. Additional programming in the Middle East is currently under consideration as a result of Dream Big Dividend funding, as well.