Visit California
A decade ago, Visit California challenged People Inc. Travel Content to transform its modest, print-based program into a sophisticated, multichannel operation.
After overhauling the two annual guides, we expanded into other formats and soon became the content-marketing agency of record for Visit California. The results are as rich and expansive as the state itself: four video series, a podcast series, social media channel management, an email program, and more.
2015-PRESENT
Annual Travel Guides
Hundreds of original interviews each year with passionate locals—and some favorite celebrities—infuse The Official California State Visitors Guide and the California Road Trips Guide with the energy and insider tips that turn readers into Golden State visitors. The guides are distributed, in part, via polybag with People Inc. titles, targeting subscribers with specific demographics across the country.
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EDITORIAL CELEBRITY PROCUREMENT HAS INCLUDED A-LISTERS SUCH AS KEVIN COSTNER, PHIL ROSENTHAL, ZOOEY DESCHANEL, DWYANE WADE, KRISTEN BELL, JESSICA ALBA, AND MANY OTHERS.
Special Publications
To celebrate the centennial of The Mother Road, the California Route 66 Passport immerses travelers in retro road-tripping with vibrant photography, interactive games, playful checklists, and curated itineraries. The pocket-size presentation allows this piece to serve as both an always-present guide and a nostalgic souvenir. A robust interactive digital hub acts as a companion to the print piece.
California Now Podcast
People Inc. Travel Content conceived and produced California Now, a first-of-its-kind travel podcast following a former NPR host as he visits remarkable people and destinations throughout the Golden State.
Northern California’s Hidden Gem Towns
To support the client’s road trip initiatives, we produced an integrated print, native digital, and social content campaign with itineraries of overlooked wine country destinations, led by People Inc. editors.
Social Media Content Creation
Our team creates and strategically deploys posts for Visit California’s Facebook, Instagram, X, TikTok, and other social media channels.
Video Series
Our video team built the California 101 and A Perfect Day video series in direct response to SEO data. These series answer the most-asked questions travelers have about California and provide location specific itineraries across the state.
Newsroom
Vacation inspiration starts at VisitCalifornia.com. In coordination with our print initiatives, we create digital editorial content to educate and entertain prospective travelers about all California has in store.
Email Marketing
We manage Visit California’s e-newsletter marketing program, which encompasses 22 million annual sends across five countries.