This fiscal year’s Gold Pass program is already off to a big start.
Gold Pass is designed to help destination partners collaborate in bringing domestic journalists to the Golden State. Partners develop customized itineraries incorporating at least three DMO areas and generate editorial coverage for each area visited. Visit California provides airfare and car rental or mileage assistance for qualifying press trips, and one DMO representative takes the lead on submitting the application and being the designated point person.
In July alone, there were already four Gold Pass visits, which hosted journalists that contribute to Austin American Statesman, Luxury Travel Magazine, Outside Magazine and Tribune Media. Participating destinations included Visit Temecula Valley, Visit Anaheim, Visit Oceanside, Visit Oakland, Visit San Jose, San Francisco Travel Association, Visit Berkeley, Visit Yosemite Madera County, Visit Santa Rosa and Sonoma County Tourism.
This year, the Gold Pass program continues to grow and build upon its previous success. Last year, Visit California awarded six Gold Passes, resulting in coverage on Forbes.com, Travel Planners Radio, The Daily Meal, Phoenix Magazine, TravelingMom.com and JAXFAX.
The coverage in Phoenix Magazine featured 12 pages dedicated to California, including prominent placement on the cover image.
The Travel Planners coverage – which spanned more than seven months – featured 33 segments, resulting in approximately 13 million impressions.
There is no better way for media to accurately portray California than to experience it firsthand. Through this program and partnerships with DMOs across the state, media are able to experience even more of the Golden State's immense offerings and continue to share those experiences with the world.
Visit the Gold Pass page to learn more about the program or to begin an application.