To maintain California’s presence in the UK and Ireland and become the destination of choice in a competitive market.
Black Diamond has worked with Visit California for over 12 years, managing innovative media campaigns and partnerships, including broadcast and social, as well as a comprehensive visiting journalist programme.
Working hand in hand with partners across the state, including regions, cities and lesser-known areas and cities, we put together a robust communications strategy with themed press releases, newsletters and a comprehensive press trip programme looking beyond traditional media and into micro-influencers and experts in their craft, through photography, food and drink and LGBTQI+ outlets to promote California and its offerings in its entirety.
5,302 pieces of coverage
169 media trips
13 partnerships (2015-2020)