“California is known for its innovative spirit, and I am so proud of our team at Visit California and our partners across the state for their continued creative work marketing the Golden State,” said Caroline Beteta, Visit California’s president & CEO. “Together we are able to share California’s diversity of experiences with the rest of the world through inspired campaigns like these.”
Britifornians is a content series profiling four typical British personalities as they discover what it means to let loose and dream big in California. The campaign successfully reached a core audience of young affluent travelers in the U.K. and incrementally increased travel into the participating cities. A co-branded TV spot delivered more than 57 million impressions and the series videos received more than 3.1 million views.
The Mercury Awards recognize U.S. state and territory tourism offices for excellence and creative accomplishment in destination marketing and promotion; while the Destiny Awards recognize urban, local and regional destination marketing organizations.
Three California destinations received Destiny Awards. San Francisco Travel Association won in the category of “Branding and Integrated Marketing Campaign: Destination Marketing Budget $5 million to $10 million” for their Summer of Love Promotion. Mammoth Lakes Tourism won in the category of “Destination Website,” for their new and improved consumer website. Visit Anaheim won in the category of “Social Media Campaign” for their work bringing big Anaheim flavor to tiny screens with content publisher FOODBEAST.
ABOUT VISIT CALIFORNIA:
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs – in partnership with the state’s travel industry – that keep California top-of-mind as a premier travel destination. According to Visit California, spending by travelers totaled $126.3 billion in 2016 in California, generating 1.1 million jobs in the state and $10.3 billion in state and local tax revenues. For more information about Visit California and for a free California Official State Visitor's Guide, go to www.visitcalifornia.com. For story ideas, media information, downloadable images, video and more, go to media.visitcalifornia.com.