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CTTC recently sponsored several fams for journalists from Canada, Australia and Mexico. Fams are one of the best ways to spread the California message and demonstrate the abundance of attractions and destinations the state has to offer. Fams are also reflective of our "quality, not quantity" approach - individual attention to fewer journalists provides fantastic ROI, compared to shallower outreach efforts to multiple media outlets.
Canada
Three Canadian journalists visited in mid-February: a freelancer for the Toronto Star and Metro News; a freelancer for msn.ca, Green Living, Globe and Mail and Metro News; and a writer from ElleCanada.com. The six-day fam covered Southern California and the Central Coast, from Los Angeles, a Sustainable Vine Wine Tour in Santa Barbara, Ventura walking tour, Jeep eco-tour of Catalina Island, and San Diego sailing and exploring. One journalist, Rebecca Stevenson, put together a YouTube video of her trip.
Australia
As part of our efforts to highlight the fantastic diversity of adventures that are available in California, the Australia office collaborated with Vail Resorts (Heavenly) to bring five Australian journalists on a trip to South Lake Tahoe, Santa Cruz and San Mateo. The journalists write for the young professional market, which is one of our target demographics for the outdoor California adventure angle. From carving up the fresh powder in Tahoe to carving up the waves in Santa Cruz and kayaking up a storm in San Mateo, we showed them it really was possible to ski and surf in one day. The journalists were from outlets such as New Idea, OK! Magazine, Woman's Day, FHM and Courier News.
Mexico
CTTC hosted five key media from Mexico to showcase San Francisco and beyond with the goal of showing the variety of shopping, hotels, restaurants, wine tasting, spas and golfing. Media visited San Francisco, Sonoma, Monterey, Carmel and San Mateo county, which were undiscovered destinations for this market. Journalists were from Reforma, a top consumer daily newspaper; Turistampa, a bi-monthly key trade publications; Milleno, a high-end consumer publication; and Blue & Blanc, a consumer and trade magazine focusing on luxury travel. A freelancer also attended the trip, which was a great success in highlighting niche opportunities and showcasing California outside the gateways.
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Related Images
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Special thanks to all the partners who helped showcase our state!
Click on the thumbnails to the left for full-size photos. Right-click, then choose "save picture as" to download. Contact Brooke Byrd at bbyrd@visitcalifornia.com for high-res images.
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