Hundreds of lawmakers, farmers, chefs, industry leaders and kids who just wanted to pet baby alpacas turned out for California Agricultural Day at the State Capitol in Sacramento March 22.
The annual event is a celebration of the California’s culinary and agriculture industries, which are fueled by one of the most diverse, abundant agricultural hotbeds in the world.
In California’s beyond-the-gateway regions, agritourism in particular plays a major role in attracting visitors. Year-round, this industry segment remains a major focus of Visit California’s marketing initiatives and original content, made possible through partnerships with the destinations, organizations and individuals who are bringing the industry to life throughout the state..
'California: Always in Season'
Since 2013, Visit California and the state’s leading agricultural brand, CA GROWN, have partnered to spotlight the state’s culinary and agritourism offerings with the “California: Always in Season” campaign.
The campaign includes print, video and social media content that showcases the state’s bounty of agricultural offerings alongside the farmers and chefs who create unique culinary experiences. The partnership has generated relationships with leading culinary and lifestyle publications, including Food & Wine and Sunset magazines.
Through the use of compelling content and creative assets, the campaign brings California’s agricultural heritage in compelling ways to audiences around the world.
“Hidden Gems,” an all-new original content series on Dream365TV, premiered this spring to take viewers beyond the gateways to lesser-known destinations and local favorites — many of which are key agricultural destination drivers.
An additional 52 locations are featured as part of Visit California’s virtual journey via social media, which provided insider tips on undiscovered road trips and routes to iconic state locales.
Top agritourism destinations featured include Oak Winery and Moaning Cavern in Vallecito, Gilroy Gardens, Lavender Ridge Vineyards in Murphys, and more.
More of California’s hidden gems can be found on Dream365TV.
‘California Dream Eater’
Any effort related to food just wouldn’t be complete without some love from the California Dream Eater, Visit California’s own culinary connoisseur Chase Ramsey.
The wildly popular series, which has garnered 59 million views since launch, is in its second season, during which the Dream Eater visits three restaurants with a focus on sustainable farming and locally grown food: Sweetfin in Santa Monica, along with Ampersand and Trelio, both in Fresno.
The entire series – and every tantalizing stop along the way – can be found on Dream365TV.
California Restaurant Month
In January 2017, 36 destinations hosted culinary events as part of the annual California Restaurant Month. The popular statewide program highlights the restaurants and chefs who define the state’s unique dining scene.
This year, four participating destinations featured a distinct farm-to-table focus: Mendocino, Santa Monica, Yuba-Sutter and Yolo County.
Cultivating content and conversation
Throughout the year, promoting agritourism remains a key focus in Visit California’s online marketing strategies, evidenced by the more than 125 content pieces on the organization’s consumer website, VisitCalifornia.com.
The conversation continues on social media, where 180 ag-focused posts across all channels reached 2.3 million people in 2016.
In a state where agricultural heritage is woven into the identity of every Californian, year-round efforts to highlight these destinations, farmers, chefs and tastemakers who bring the flavor of the California Dream to life. And for many, these efforts showcase a different side of California — one that, no matter the season, is always growing.
12/9/2014 0 Comments
Whether we have conceptualized the perfect campaign and are looking for that home run media placement, or a journalist is in need of expertise that we can provide, we cer...
12/8/2014 0 Comments
California Restaurant Month promotes the state's amazing culinary destinations while also providing destination partners with the tools to help make their local culinary ...