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Visit California Showcases Road Trip Republic through Influencer Campaign

By Molly Bloss 12/06/2019

To draw further awareness to California's road trip offerings and the unique itineraries found on the Road Trip Republic platform, Visit California launched a multi-phase influencer campaign that included mailing out 'road trip care packages' and eight trips between September and November.

For the first phase of the campaign, Visit California sent ‘road trip care packages’ to eight influencers. Each of the packages contained a copy of "50 Amazing California Road Trips," California Road Trips guides, Road Trip Republic hats, and other road trip items that complemented each influencer's niche.

Phase two of the campaign featured eight road trips spanning 10 regions, showcasing everything from hidden beaches and taco treks to national parks and family learning adventures. The influencers that participated in this part of the campaign possessed a total potential reach of 5.1 million followers.

The first trip was a Wild North Coast adventure, during which Jessica Wright and Michelle Halpern journeyed through Mendocino and Humboldt counties. Highlights included staying at the idyllic Glendeven Inn & Lodge in Little River, pedaling through the redwoods on the Skunk Train’s Railbikes, taking a cruise of Humboldt Bay aboard the historic Madaket, and wildlife viewing with Kayak Trinidad. 

Next up, Adam and Hannah Lukaszewicz embarked on a road trip featuring the Natural Wonders that can be found in Santa Cruz County, Pinnacles National Park in Monterey County, and Sequoia National Park and Kings Canyon National Parks. After visiting the picturesque town of Capitola, they said, “Road trips are our favorite way to travel because of all the fun hidden gems we always find along the way.”

The second “girlfriend getaway” Visit California hosted was drastically different than Jessica and Michelle’s coastal adventure, highlighting the endless beauty found along the road to Discovering Death ValleyHaley Plotkin and Hannah Rheaume filled their Instagram feeds and stories with photos of the red cliffs at Red Rock Canyon State Park, towering rock formations at Trona Pinnacles and the majestic Alabama Hills, before ending their journey with a relaxing stay at The Oasis at Death Valley. 

Full of spectacular sunrises and beautiful hotels, the Pacific Coast Highway South road trip took Scott Eddy on a journey from Dana Point to Santa Barbara. Highlights included a beach bonfire in Huntington Beach, sunset in Marina del Rey aboard a yacht, and expansive views from Malibu Beach Inn.

With over 800 miles of coastline, it comes as no surprise that California is also home to Hidden Beaches. While exploring Carmel Beach, Cowell Ranch Beach and Kirby Cove was Scott and Collette Stohler’s main goal, on their road trip they also enjoyed the rejuvenating pools at Refuge in Monterey County and the views of the Golden Gate from Cavallo Point in Sausalito. 

Road trips are for foodies too, which Courtney O’Dell discovered on her Southern California Taco Tour.  Featuring stops in Los Angeles, Long Beach, Costa Mesa, Oceanside and San Diego, this mouthwatering road trip left her craving tacos days after returning home.

California’s Shasta Cascade region is perfect for unplugging and soaking up the beauty of nature, two things that Carrie Rad and Alex Ayling loved on their Siskiyou Scenic Byway road trip. After exploring Lava Beds, soaking at Stewart Mineral Springs and catching sunset at Redding’s Sundial Bridge, they were left amazed by this undiscovered region of their home state. When posting his IGTV video, Alex said, “This region is one of the most beautiful and overlooked in California...”

On the final road trip of the campaign, Monet Hambrick and her daughters went on a Family Learning Adventure through Monterey, San Jose and San Francisco. While visiting icons like the Monterey Bay Aquarium, the Children’s Discovery Museum of San Jose and PIER 39, Monet shared with her followers how to take their kids on an engaging and immersive trip through the Bay Area.

The combined results of Phase 1 & 2 included:
  • 747 social media posts, plus 13 blog posts
  • 147k engagements
  • 16+ million impressions
  • 40+ new image assets

To read more about Visit California’s Road Trip Republic, click here or visit www.visitcalifornia.com/road-trips.

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