In light of economic conditions and recession fears moving into 2008, the California Travel & Tourism Commission (CTTC) has introduced a new brand advertising communications strategy to bolster “retail” messaging in an effort to stimulate near-term travel from California’s volume markets in the West.
The campaign includes spot market television and regional magazine inserts.
A promotional version of CTTC’s brand TV spot “Work” was created, incorporating a 10-second tagged ending promoting www.visitcalifornia.com. Consumer ad testing, conducted to inform the call-to-action, revealed the following messaging points to be most motivating: deals, trip ideas and recommendations and calendar of events.
CTTC has also developed three distinct “California = Insider” pieces: outdoor adventure, adult indulgence (emphasis on wine and food) and cultural. An advertorial approach was taken, providing imagery and copy around each trip type on the front side, with the back side showcasing the website and a variety of events happening throughout California.
In November, the pieces will be insert in the Western region editions of Backpacker, Runner’s World and Golf Digest (outdoor adventure); Budget Travel and Conde Nast Traveler (adult indulgence); and Smithsonian (cultural). All three pieces include a link to the new visitcalifornia.com/events page.