Karavel FRAM

Visit California will partner with the Karavel-FRAM Group across its brands, including the B2B and B2C tour operator FRAM and the B2C OTA Promovacances, which together attract more than 7 million unique visitors per month. The group sells both self-drive itineraries and escorted group tours and is the leading online package seller in France, serving approximately 800,000 travelers annually with a satisfaction score exceeding 95%. Karavel-FRAM operates 181 travel agencies, two call centers and collaborates with 3,500 partner agencies. In 2025, the group generated 3,300 passengers to California.

The media plan includes internal activations such as premium visibility on the B2C websites Fram.fr and Promovacances.com, directing users to dedicated California microsites showcasing curated packages, along with targeted newsletters to FRAM clients, delivering a total of 2.5 million impressions.

Promovacances (B2C OTA)

• Two-week banner campaign (desktop and mobile) on the homepage and “all-inclusive” section, delivered in two waves
• Estimated reach: 600,000 impressions
• CPM: €15

FRAM (Tour Operator)

B2C activations

• Two-week banner campaign (desktop and mobile) on the homepage and “all-inclusive” section, delivered in two waves
• Three tailor-made email campaigns (February, March and April)
• Estimated reach: 1.1 million impressions
• CPM: €15
• Dedicated California microsite featuring imagery, editorial content and five packages, including four combination itineraries with a six-night average length of stay in California and one standalone California package

B2B activations

• Window display campaign across 55 FRAM travel agencies (indoor and outdoor A4 format), reaching an average of 14,000 visitors over 15 days
• One tailor-made B2B newsletter distributed to 5,500 travel agents, with an average of 5,200 impressions and a 34.78% open rate
• Two-week banner placement on the FRAM Pro B2B platform, accessible to 5,500 partner agents; the platform recorded 103,676 visits in November 2025 with an average session duration of 13 minutes and 56 seconds

External media

• Google Demand Gen campaign for FRAM, including display banners and a YouTube video featuring Visit California creative and call-to-action
• Estimated reach: 750,000 impressions
• Estimated performance: 28,000 clicks, 3% CTR
• CPM: €7.56

Additional activation

In addition to this program, the FRAM production team will develop a dedicated California road trip package.

California partners will benefit from a tailored share of the activity and visibility included in the campaign action plan, defined based on their specific communication needs.

• High-impact French market reach
  Gain visibility across France’s leading tour operator and OTA platforms, reaching millions of high-intent travelers through trusted consumer and trade channels.
• Integrated B2C and B2B exposure
  Engage both consumers and travel agents through a coordinated mix of digital media, newsletters, microsites and in-agency activations.
• Customized partner visibility
  Benefit from a flexible co-op structure that allows California partners to tailor activity and messaging based on their specific communication goals.