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Gold Pass

Presented by Visit California

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Visit California's Gold Pass is a program designed to help destination partners collaborate in bringing domestic journalists to the Golden State. Carefully arranged media FAMs by Visit California and its destination partners result in incremental editorial coverage that aligns with destination brand traits, broadens a targeted consumer’s awareness of California travel offerings, and drives trip consideration.

Gold Pass: Bringing top journalists to the Golden State

There is no substitute for the resulting coverage after a journalist experiences California firsthand. Carefully arranged press trips by Visit California and its destination partners result in editorial coverage that aligns with destination brand traits, broadens a targeted consumer’s awareness of California travel offerings, and drives trip consideration.

How to secure a Gold Pass 

A limited number of Gold Passes are available every year. 

The following criteria must be met for successful applicants:

  • Journalist must have:
    • a confirmed assignment
    • recent editorial placements
    • a sustained relationship with a "most wanted" media outlet identified by Visit California
    • (or) be a targeted digital influencer.
  • Proposed itinerary for the visiting journalist or digital influencer must incorporate at least three DMO areas and generate editorial coverage for each area visited.
  • A full list of guidelines and restrictions can be found here.

Other considerations made by Visit California when awarding these passes include: 

  • Number of previously approved applications by submitting DMO(s)
  • Incorporation of destination partners outside California’s gateway cities in proposed itineraries

Apply for a Gold Pass now.

For more information, contact Visit California Domestic Public Relations Manager Kristen Bonilla.

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