This spring, Visit California launched Hidden Gems, a new video series highlighting California’s eight beyond-the-gateway regions.
To promote the series, Visit California took consumers on an epic eight-week virtual road trip from March 20 through May 10. The tour took place across Visit California's consumer social channels, with each week dedicated to featuring one of the eight regions showcased in the series. Each leg of the tour started with an introduction of the Hidden Gems video, and the following two days were spent highlighting nearby attractions in the region, expanding the reach of the series while introducing viewers to lesser-known finds and local favorites.
The results from the tour were substantial. Visit California created a total of 323 social posts across the whole campaign, which included owned content, video and images as well as partner content. In every promotion, Visit California used the hashtag #CaliforniaGems across all social channels and markets. This earned a total of 559,434 engagements with 42 million impressions and a reach of 27.1 million. The hashtag itself earned 1,123 mentions through the promotion of Twitter chats.
In addition, Hidden Gems content was featured globally on Visit California’s owned channels, including a dedicated channel on Dream365TV, e-newsletters, and as part of 12 new content pieces inspired by the videos on VisitCalifornia.com.
As a result of these comprehensive efforts and fueled by global interest in beyond-the-gateway content, the Hidden Gems videos have garnered over 16 million views and resulted in over 305,000 partner handoffs.
In case you missed it, check out the videos below and explore a different region of the Golden State while gaining insights from in-the-know locals:
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