New York Media Mission
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The Golden State takes a bite out of the Big Apple

By Kristen Bonilla 02/11/2019

In January 2019, Visit California hosted its first-ever New York City Media Mission, which included three days of dynamic programming and events for industry partners in New York City.

Response to the Mission was huge, with 35 public relations delegates attending. The first event was a lunch and panel at the Meredith headquarters, attended by 22 top editors from publications including Food & Wine, Parents and Travel & Leisure.

As part of the Mission, Visit California partnered with TravMedia to have the largest presence of any destination at their third annual IMM USA event. In an area dubbed the “California Pavilion,” destination partners from across the state took appointments with top-tier media and influencers throughout the day. Even more industry partners attended this event, with a total of 48 destination partners representing 43 destinations in the California Pavilion. More than 400 media attended the event, and each received a booklet of California story ideas to take home with them.

Before the day ended, Visit California hosted the closing IMM reception, which served exclusively California wine donated by the Wine Institute. Ryan Becker, Visit California’s Vice President of Communications, made remarks about what’s new across the state and spread the message that California is open for business to this key group of influential media.

Closing out the Mission, the group ended at the New York Times Travel Show Media & Trade Day, where Caroline Beteta proudly launched Visit California’s new Road Trip Republic Platform at an exclusive press luncheon. 128 targeted, top-tier media were in attendance including journalists from AFAR, National Geographic Travel, Forbes, USA Today and the Los Angeles Times.

Following the Mission, Visit California staff from the earned, content and trade teams stayed for the three-day New York Times Travel Show with a booth centered around the Road Trip Republic platform. The booth came alive with a Tesla from Enterprise and a large LED screen showcasing Visit California content. A California Road Trip sweepstakes was held in partnership with Hilton and Avis to incentivize lead generation.

Over the course of the weekend, there were 11,756 media and trade attendees and 23,812 consumer attendees, all of whom received a California Visitors Guide and Road Trips Guide in their show bags.

For more information about the New York City Media Mission or about Visit California’s presence at the New York Times Travel Show, contact Domestic PR Manager, Kristen Bonilla.

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