Introducing the California Collective from DCI, a tourism public relations program
exclusively for California DMOs which includes results-oriented research,
PR and communications tactics.

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The California Collective is a new program developed exclusively for California-based destination marketing organizations (DMOs). Led by Development Counsellors International (DCI), the public relations and trade marketing agency of record for Visit California, this program will provide California DMOs with a proactive scope of work that helps them increase their profile among target consumers.

Learn more about DCI at AboutDCI.com

Program Details

Each participating DMO is provided with a core scope of work including strategic research insights and proactive/reactive media assistance which is custom-tailored to your key messages.

Participating DMOs have the option to further customize each program by adding services including digital/social media, meetings/conventions consulting and sales, and travel trade marketing.

While the core team directing this program will be Los Angeles-based, it will be supported by DCI staff in New York as required.

What Our Clients Are Saying:

"DCI knew exactly how to tell this story! We are thrilled with the caliber of this campaign and the resulting coverage."

— Susan Thomas, CMO
Visit Huntington Beach, Recipient, 2016 HSMAI "Best of Show" PR Adrian Award

Media Perception Study

Research is key to revealing the opportunities and challenges facing your destination. DMOs will receive one Media Perception Study.

This study will allow DMOs to assess what editorial decision makers and content creators feel and know about your destination. It will provide unique, powerful and actionable insights into key messaging and pitch themes.

Important themelines, program recommendations and key take-aways are provided in the form of a report and presentation for each DMO.

News Bureau

The program includes the development or reassessment of strategic messaging, including key messages and a customized ‘Most Wanted Media’ list for each DMO.

DCI will research and respond to qualified media leads with story and content ideas on behalf of each destination.

All DMOs will be included in DCI “all-client” activities (e.g. press releases, twitter chats, pitches done on behalf of DCI’s entire client roster). Strategic insights and recommendations on media leads will be provided to each DMO.

Proactive Pitching

Each DMO will have the power to own its message with the creation of one proactive pitch during the course of the program.

DCI’s publicists will help to craft the story pitch which includes your key messages. We will also custom-tailor a pitch list and then conduct telephone outreach to secure editorial interest.

Visiting Journalist/Influencer Program

DCI will secure five individual media/digital influencer visits throughout the 12-month contract. Our ‘Most Wanted Media’ list will guide our pitching efforts.

Instead of individual visits, a DMO may opt to coordinate one group press trip consisting of five participants to travel to the destination to experience a themed or specialty itinerary (escorted by DCI on request).

Media Missions

DCI will coordinate six face-to-face meetings with content creators and editorial decision makers in the DMO’s target market of choice. This may include New York, or markets closer to home, such as Los Angeles or San Francisco, in addition to other markets (not escorted by DCI).

A comprehensive briefing book and insights into opportunities for the destination will be provided, as will a complete briefing session at DCI’s Los Angeles or New York offices (or via the phone if outside of these key markets).

Advice, Counsel & Reporting

DMOs will enjoy access to key insights developed by DCI’s talented placemakers, including POV requests, media insights, media metrics and advice and counsel as it relates to the core work program.

Every month, California Collective DMOs will receive a summary of the proactive and reactive work undertaken during the previous month in the form of a report, as well as an overview of relevant Media Trends & Updates.


12 Month Program Pricing: $3,900 per month

Participants may exchange tactics for others of equal value or expand the core work plan with additional services at DCI’s “current client” rate.

Monthly fee includes communications expenses and digital copies of editorial placements.

Program excludes media perception study incentive expense of $10 gift card per participant and the costs associated with journalist travel to your destination.

Participating DMOs have the option to further customize each program, by adding services including digital/social media, meetings/conventions consulting and sales, and travel trade marketing in both the U.S. and/or Canada.


Additional Services Available

  • Enhanced Proactive Pitching Schedule
  • Enhanced Visiting Journalist Program
  • Media Missions
  • Broadcast Talent & Location Audits
  • Production House Tours (LA, New York & Toronto)
  • Proactive Broadcast Pitching
  • Stunts & Consumer Activations
  • Meeting/Convention Consulting, List Qualification and Sales
  • Social Media Marketing/Content Creation
  • Event Promotion & Management
  • Travel Trade Relations
  • Customized Research

Current Partners

Get In Touch

For more information on
The California Collective, contact:

Kimberly Miller
DCI California

Kimberly.Miller@aboutdci.com
(415) 529-1845