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

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.

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 Home of“ 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 platform, destination partners gain one-on-one opportunities with meeting planners in top meetings markets. A road show platform delivers networking with top planners in key domestic markets.
• Meetings media coverage
  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.