Catch the Winter Wave with Visit California
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Catch the Winter Wave with Visit California

By Gabrielle Grow 12/16/2019

With light dustings of snow already hitting the ground in the Sierra Nevada Mountains, it's safe to say that winter is on its way and California is ready! Visit California's Catch the Winter Wave campaign is back again for the 19/20 season, promoting the perfect blend of our laid-back California surf attitude with our fun-loving ski culture, where people can "hang ten" in any winter mountain activity, California-style!

The program launched on October 28, 2019, and the primary target has shifted to focus on millennials with kids, with the outdoor active audience as the secondary target. This new target audience is comprised of those who are seeking fun outdoor experiences off the mountain, and activities that can be enjoyed by the whole family. The objective is to foster brand affinity among millennials with kids, while also focusing on long-haul mid-week traffic to snow regions.


To help leverage our reach to this new passive outdoor audience, Visit California has also joined with new partners this year, including Meredith, Adara, AdTheorent, and MOAT. They, along with returning partners TripAdvisor, Facebook, Instagram, and Snap Chat, will expand the reach of this program to family driven sites and social networks, and give access to a host of third-party user data to help drive user engagement. 


As the Catch the Winter Wave campaign is intended to compliment the efforts of industry partners, it ran until the end of November and will pick back up  leading into the spring season from February to March. 


For more information on the Catch the Winter Wave campaign and how to get involved, please visit our industry site HERE for more details. 

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