Global Influencer Advisory Board 2024 Meets in Southern California

Visit California’s Global Influencer Advisory Board (GIAB), which convenes twice a year to help inform the organization’s influencer strategy, was invited to help launch our new Ultimate Playground brand this spring. Before the official GIAB meeting that took place in San Diego from Jan. 31-Feb. 2, each influencer was sent on their own trip through Southern California to create content reflecting their personal style of “play.”

The content, most of which will go live in March, will showcase the diverse and abundant ways to play in California, ranging from wellness treatments and culinary experiences to cultural attractions and outdoor adventures.

In total, the group visited 17 different destinations, including: Beverly Hills, Big Bear, Carlsbad, Catalina Island, Dana Point, Death Valley, Greater Palm Springs, Idyllwild, Joshua Tree, Laguna Beach, Los Angeles, Mammoth Lakes, Newport Beach, Oceanside, San Diego, Solvang and West Hollywood.

The group welcomed three new board members this meeting, further broadening the board’s reach and expertise across the travel landscape. New members include:

• Greta of @the_gretaway (Australia)
• Manu of @manumanuti (Mexico)
• Shelbi of @bucketlistbums (U.S.)

Returning GIAB members include:

• Tee of @asipoftee (U.S.)
• Jacob of @jacobthefu (U.S.) and Esther @estherjulee (U.S.)
• Ciara of @hey_ciara (U.S.)
• Brianne of @strollerinthecity (U.S.)
• Emily of @emilyjanejohnston (U.K.)
• Carlos of @care_much (Mexico)
• Kyle of @barekiwi (Australia/New Zealand)

With the addition of the three new members, the board’s potential reach now surpasses 4M. Each member was chosen because of the quality and authenticity of their content as well as their audience engagement, different platform strengths and niches.

During the meeting itself — held at the beautiful Lodge at Torrey Pines and iconic San Diego Zoo — the group discussed Visit California’s new Ultimate Playground campaign, what’s trending in the influencer space and the evolution of social media content.

Between meetings, board members and Visit California staff spent time enjoying the many ways to play in San Diego, including a pop-up picnic at Torrey Pines State Beach, dinner at Garibaldi, bowling at The Gutter in the Lafayette Hotel, a private tour at the San Diego Zoo, a thrilling ride with San Diego Speed Boat Adventures, an unforgettable dinner at Callie and drinks at Raised By Wolves.

Visit California is updating its Influencer Strategy Document based on feedback from the meeting. The new document will be live in time for Outlook Forum and available on the PR resources page.