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Visit California's Canada Sales & Media Event in Toronto
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Canadian Trade & Media Reconnect with California Partners at Sales Day Event

By Vanessa Rodriguez 04/11/2022

On April 4, Visit California hosted the first Canada Sales & Media Day in two years inside Toronto’s Globe and Mail Centre. A delegation of 23 California tourism industry members joined eleven travel trade representatives and 20 media for educational sessions and a full day of networking and one-on-one appointments. The event is part of Visit California's global reentry strategy into target markets ready to return to California and with historically high travel spending.

The condensed one-day format maximized the value of participants' with enough California touches to provide a warm welcome back to the Canadian travel industry. To inspire Canadian trade and media attendees, the event was infused with California flavor, including a “Scents of California” essential oils station, California cuisine and wines from Monterey and Napa. Two Visit California presentations provided background for a full day of trade and media appointments. Jennifer Montero, director of international marketing, providing a warm welcome back along with an informative California market update. Andy Levine, managing director for Visit California Canada, shared developments and trends. Attendees also experienced the new “Am I Dreaming” spot, which made its debut at the Super Bowl, as well as the new California product feature video.

Director of International Marketing Jennifer Montero addresses Canada Sales & Media Day participants
Visit California Director of International Marketing Jennifer Montero welcomes Canadian trade and media back to California. 

For the media track, the morning kicked off with a networking breakfast with Twenty Two Media, which consisted of a publication presentation and lively discussions on the media landscape in Canada, new product offerings in California and media opportunities in the Canada market with Escapism and Foodism Magazines.

The California delegates packed in nearly 200 one-on-one appointments between sessions and networking events — 121 trade and 70 media appointments. The relationships kindled in these meetings were deepened over a California luncheon and a happy hour reception. Ten handpicked influencers attended the happy hour along with several special media and trade guests, and sponsors Visit Anaheim, Santa Monica Tourism and San Diego Tourism gave away a generous luxury vacation.

One-on-one media and trade meetings at Visit California's Canada Sales & Media Event in Toronto
California delegates engaged in nearly 200 trade and media appointments.

California-themed travel trade and media dinners featuring special guests were hosted at Toronto restaurants. Representatives for Air Canada and Air Canada Vacations joined 12 delegates for a travel trade dinner 12 delegates. Media delegates were joined by a team of seven representatives from Postmedia, one Canada’s most trusted news outlets, to discuss new California products and story ideas.

Canadian Travel Trade at Visit California's Canada Sales & Media Event in Toronto
Canadian travel trade take a photo enjoying California wines against a wine country backdrop.


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