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Reach More In-State and U.S. Travelers for Less with Spring Marketing Co-ops

By Leona Reed 03/30/2021

The California tourism industry has partnered to bring the world to the Golden State for two decades. With an eye toward recovery from the pandemic, this co-op platform is the most ambitious yet – allowing partners to leverage Visit California’s media investment.

Visit California launched the Spring Co-op Framework to help partners do more with less and find efficiencies by pooling resources. Key to this endeavor was delivering substantial value, delivering a targeted “active travel intender” audience, and providing agile solutions that are self-managed. 

Visit California’s Leveraged Media Co-op will stretch marketing budgets across the state to maximum effect. The program is a central feature of the "What If, California" campaign, supported by a nearly $13 million investment from Visit California.

Additionally, lower minimum buy-ins and more diverse platform options are now available. Organizations considering advertising on Expedia, Tripadvisor, Adara or Sojern should participate in the co-op to unlock lower media rates. The co-op framework goes beyond digital media platforms.  Here’s a quick look at what’s on offer:

Visit California has also published an industry toolkit with no-cost options to participate in the new "What If, California" campaign. 

For more information, watch a recording of the Spring Co-ops Outlook Forum Plus webinar.

To start your collaboration or answer questions, contact collaboration@visitcalifornia.com.

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