Influencers Hit the Road and #RespectCalifornia

A network of California-based influencers are promoting the California Responsible Travel Code by tagging social media content with #RespectCalifornia, with a select group also participating in road trips hosted by Visit California. 

In the first phase of the campaign,17 influencers incorporated the hashtag into their content. Many of the influencers who answered the call — Jessica Wright of @bontraveler, Michelle Halpern of @livelikeitsthewknd, Shelbi Okumura of @bucketlistbums and Naza Holliman of @sweet.p.and.sky — were existing Visit California partners and are passionate about promoting a safe return to travel in their home state.

The first phase of the campaign resulted in 114 Instagram stories, 12 social posts, two blog posts and a feature on California Now. These drew 26,925 social engagements and 1.1 million potential impressions, all at no cost.

For phase two of the #RespectCalifornia initiative, Visit California identified a select group from this same network of in-state influencers to participate in hosted road trips. The trips began in October and will run through January, with the goal of inspiring safe and responsible travel and highlighting travel industry initiatives to keep visitors safe.

The campaign kicked off with two October road trips. Scott and Collette Stohler of @roamaroo exploring California’s natural beauty and wine country on an adventure through Humboldt County, Mendocino County, Sonoma County and Tiburon. Next, Preethi of @eagertravele and Marielena of @epic7travel went on a road trip to Gold Country’s historic towns and open spaces, including stops in El Dorado County, Calaveras County and Tuolumne County.

Lookout for the following #RespectCalifornia road trips in the coming months:

• Los Angeles-based Michelle Halpern of @livelikeitsthewknd will showcase easy-to-plan wine country getaways from LA to Temecula Valley, Santa Ynez Valley and Santa Maria Valley.
• Nathan Fluellen of @worldwidenate will share the coastal beauty of Terranea, Huntington Beach and San Diego.
• Jessica Wright of @bontraveler will explore Santa Barbara, Ventura and Ojai before taking her first trip to the Channel Islands.
• Visit California is planning additional trips with Jessica of @onegrloneworld, Henry of @humminglion and Zory of @zorymory.

To date, this phase of the #RespectCalifornia initiative has resulted in dozens of social posts and Instagram stories. A recap of all the trips involved in the Road Trip Influencer Campaign, along with a full report, will be available in early 2021 following the completion of the influencer road trips.