Global Leveraged Media Co-op - Details
Learn more about this opportunity and how to participate
Objective
Support and uplift our travel industry partners through a shared brand platform, sparking intent and consideration among those actively seeking travel inspiration.
Co-op program timing
- Flight: July 1, 2025 – June 30, 2026
- Final deadline for participation: May 1, 2026
Strategic approach
Visit California leverages existing digital media partnerships to create flexible cooperative marketing solutions delivering high-value media programs at competitive rates.
The Visit California Playful Journeys, Childhood Rules and Let’s Play campaigns will run until June 30, 2026, across digital and online TV. These initiatives are designed to inspire and drive awareness of travel to California, while the Leveraged Media Co-op program capitalizes on the larger awareness campaign and will drive awareness and intent to your destinations and industry partners. International markets include Canada, UK, Mexico and Australia.
Participation benefits
- Rates and CPMs have been pre-negotiated for all participating partners.
- Added value impressions guaranteed on all buys.
- Visit California will match 25% of all media spend (paid directly to partner for disbursement to media vendors) if partners adopt the Playful Journeys, Childhood Rules and/or Let’s Play creative platforms.
- The Shipyard is available for comprehensive creative services (costs covered courtesy of Visit California).
- Creative templates will be available for partner execution.
Industry partners planning to invest over $250K qualify for additional opportunities and should contact program staff directly using the form on this page.
Partner details
Reach audiences across the Tripadvisor platform and its extended partner network with a minimum investment of $25,000 per campaign type. Options include display, native and video placements targeted to California users actively searching for travel across Tripadvisor properties. Partners receive a 25% discount off base CPMs and a 25% impression match, with the requirement that match targeting covers all of California or a national geography; DMA-level targeting is not eligible for added value. A la carte consideration options include a branded trip or a custom article, each with a $25,000 minimum spend.
Leverage more than 270 data partnerships through Adara to reach active travel planners with a minimum investment of $10,000, or $5,000 per month, and a $25,000 minimum for CTV. Campaign options include display, native, video and CTV, using Adara’s first- and third-party data signals to engage active travel planners. Partners can receive up to a 75% impression or dollar match, with Adara matching 75% of display and native and 20% of video line items placed during the co-op campaign. All matched impressions will mirror the targeting of the base layer with no restrictions.
Customized programmatic and social solutions through Sojern leverage qualified data partners to reach real-time travel intent audiences. The minimum investment for domestic display, native and video is $10,000 or $3,333 per month, and the minimum for CTV and international campaigns is $15,000 per country or $5,000 per month. Campaign formats include display, native, video and CTV, all powered by Sojern’s first- and third-party data signals to engage traveler intent audiences. Domestic programs are eligible for up to a 75% impression or dollar match.
Deliver placements within high-value hotel and vacation-planning content across Expedia-owned sites with a minimum investment of $20,000 for display, native or pre-roll, or $10,000 per month for at least two months, and a $25,000 monthly minimum for CTV. Formats include display, responsive, native and video, all targeted to California users actively searching for travel across Expedia, Orbitz, Travelocity and the Expedia Passport Network. Partners receive a one-to-one match on spend in the form of bonus impressions or additional services determined case by case, with bonus impressions broadly targeted and eligible to run across any Expedia Group brand.
How to participate
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Intent form
Intent form is submitted by industry partners and approved by Visit California.
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Introductions and discussions
The Shipyard sets up media introductions and begins creative discussions.
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Program development
Industry partner works directly with media partners to develop and execute custom programs.
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Agreement
Industry partner agrees to feature Visit California logo, with a hyper link to VisitCalifornia.com, on their website.
Submit intent to participate form
Creative examples
Let's Play
Childhood Rules
Playful Journeys
To learn more about the program, email collaboration@visitcalifornia.com.