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Crisis Response

January 2019

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Visit California responds when communities are prepared for visitors to help amplify "open for business" messaging and keep tourism revenue streams flowing.

Share your #CALove

While this year's wildfires are the worst the state has ever experienced, the outpouring of support in response remains a source of inspiration that demonstrates the true California spirit of resilience and commitment to community.


Industry Toolkit

There’s a lot of love about California. And as the wildfires painfully reminded us, with love can come loss. As a sign of support for those affected, we are asking for your help to come together to show your love for California through the #CALove campaign. 

Leverage these social media resources to share messages of support and recovery on your own channels as appropriate using #CALove.


The Power of Love PSA

Visit California has launched an all-new, celebrity-driven PSA that is at the heart of Visit California's "California Love" wildfire recovery campaign.

Watch the PSA at — and help amplify the message by sharing on social channels.

Promoting #CALove to Your Audience: Donate, Visit, Volunteer 

Here are a few helpful tips to help support:

  • Donate by visiting
  • Share the PSA. The power of video is incredible, so take a moment to share this special recovery message from some of the state's biggest ambassadors.
  • Share the mark. Download the #CALove mark to use across your social channels. Make sure to include #CALove in your post for optimum exposure and engagement opportunities. If you would like to support a specific area, use #CALove in conjunction with a #_____Strong message, e.g., #MalibuStrong
  • Download a #CALove graphics pack to use in your social posts.
  • Create your own graphic. Down the #CALove design files if you would like to create your own branded image featuring your destination.
    Requires Adobe Indesign and/or Illustrator.
  • Talk to us: Join the conversation on Visit California's Facebook, Twitter and Instagram using #CALove.


Here's some inspiration to help get you started: