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Gold Pass

January 2018

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Visit California’s Gold Pass is designed to help destination partners collaborate on inviting and hosting media in the Golden State. Carefully arranged press trips by Visit California and its destination partners result in incremental editorial coverage that aligns with destination brand traits, broadens targeted consumer 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.

New in 2018: Gold Pass is now available for international media! For more information, see the updated guidelines.

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:

  • Media 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.
  • For international support, media must be from one of Visit California’s target 13 international markets.
  • The proposed itinerary for the visiting journalist or 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 Gold Passes include: 

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

Start your Gold Pass application by clicking the "Apply Now" button above! 

For more information on U.S. and Canadian media, contact Visit California Domestic Public Relations Manager Kristen Bonilla.

For more information on international media, contact Visit California International Public Relations Manager Lindsey Guinn.

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