Professional meetings and events: ‘Meet What’s Possible’

Inspiring professional planners to book conferences and group travel in the Golden State

Overview

Professional meetings and events are vital to California’s economy. Debuted in fall 2021, Meet What’s Possible is a unified brand platform built on the same values of Visit California’s consumer campaigns. This initiative is guided by an industry task force made up of key California destinations that continue to help guide and shape the support for California meetings.

To best support all meetings-focused destinations, Visit California partners with DMOs to co-brand and highlight venues, accommodations and other meetings-focused businesses in their region.

Strategy

This program does what the industry cannot do alone, including extending destination partner reach to planners and collectively establishing California as the top sustainable meetings destination. Through an integrated approach, Visit California’s earned, paid and trade teams are setting California apart from the competition.

Visit California’s strategy is informed by a three-tiered approach focused on brand advertising, trade show and event participation and B2B education.

Brand advertising

The Birthplace is the brand advertising campaign within this platform that leans into California’s trendsetting, forward-thinking, pioneering and sustainability focused culture.

Trade show and event participation

Engaging with planners at large scale trade shows and events is a valuable way to promote California and give California destinations a larger platform and presence.

B2B education and engagement

Through more intimate education and engagement platforms, Visit California and destination partners can get valuable one-on-one opportunities with meeting planners in top meetings markets. Visit California has created a road show platform for this, inviting top planners and California destination partners to network within an engaging environment.

Meetings media coverage

Since the launch of this platform, Visit California has established and fostered relationships with key meetings and events media. Through monthly pitching and dedicated familiarization trips, the team has reinforced key messaging unique to California meetings.