This fall, Visit California will launch a new online content series promoting California adventure travel in beyond-the-gateway destinations as part of a new partnership with the leading voice on outdoor, adventure and sustainable travel.
Visit California’s partnership with Adventure Travel Trade Association (ATTA) is the latest evolution of the organization’s multi-regional marketing efforts, showcasing the state’s eight rural regions – Deserts, Shasta Cascade, High Sierra, Gold Country, Central Coast, North Coast, Inland Empire and Central Valley – as premier destinations for adventure travel.
While California is home to some of the most famous cities in the world like Los Angeles, Hollywood and San Francisco, it is the state’s tucked-away regions that keep travelers coming back time and time again and offer an endless wealth of opportunities to explore and discover. Promoting these regions and delivering on the California Dream are foundational to the California brand, and the new partnership doubles down on those efforts in exciting new ways.
Visit California’s partnership with ATTA will provide an avenue to expand California’s footprint and leverage ATTA’s global reach. ATTA reaches over 4 million consumers and 22,000 adventure travel professionals through newsletters, events and the web each year.
To elevate content created as part of the partnership, a dedicated destination webpage will be created on Adventure.Travel for travelers to showcase their trips. Each region will be introduced with a video and includes unique facts about the destination, adventure highlights, and a sample itinerary. Content created around this partnership includes social media posts, industry Twitter chats, and a dedicated webpage
Aspiring thrill-seekers will get an inside glimpse from four different travelers as they scale the state’s dynamic landscape and document their journeys with travel tips and tricks, exclusive photos and videos over 19 days September 7 through September 20. Traveler influencers to these regions include Kimberly Tate from TravelingMom.com; Kristen Kellogg from BorderFreeTravels.com; Kirsten Alana of KristenAlana.com; and Sherry Ott of Ottsworld.com.
Through their expeditions, viewers will be inspired to explore lesser-known finds through a variety of channels and experience destinations that casual travelers may miss. Content creation will include 14 Stories and over 100 social posts, eight new videos and dozens of photos, and an Adventure.Travel Destination showcase for California.
This new content series was made possible by the Regional Marketing Program, which manifests in a multi-regional marketing initiative managed by Visit California in collaboration with industry leaders on the rural committee.
Be sure to mark your calendars – the selected travelers will begin their epic road trip in September, with the new original content series rolling out later this fall.