Co-op with Expedia Expands to Include Rental Car and Attraction Partners

To complement the successful global leveraged media co-op with Expedia, Visit California is expanding the program into the new “Visit California Audience Direct Reach” co-op. Visit California’s investment of $400,000 in the program will maximize California’s marketing exposure and generate incremental impact, driving an additional 18.75 million impressions per quarter through June 2024.

Given its success, Visit California wanted to evolve the partnership to provide additional lower-funnel tactics to the industry. Visit California will work with Expedia and leverage our relationship to expand product development and new packaging to reach global consumers with this turnkey program. Ads will appear on Expedia, Orbitz, Travelocity and Hotels.com.

Initially, the co-op started as a destination and accommodations program, but it is now being extended to the rental car and attraction industries that are working with Expedia. Most recent participants include Marriott International, Hilton Worldwide, Evans Hotels, Intercontinental Hotel Group, Hyatt Corporation, and Evolution Hospitality.

As long-standing partners, Visit California and Expedia have worked together on several campaigns, with Expedia being an essential part of Visit California’s return to international markets in 2023. Expedia has been a participating media publisher in Visit California’s Global Leveraged Media Co-Op Program since its inception in 2021.

To participate, industry members can contact Hazel Hernandez at Visit California for more information.