To showcase less visited experiences across the state of California, Visit California tasked DCI with positioning the state’s cosmopolitan appeals as gateways to less visited experiences state-wide, showing consumers how to live out their ultimate California vacation through photos, videos and compelling narrative. DCI was able to do this through a broadcast take-over, numerous media placements at top-tier news outlets, and a wildly successful digital integration with Nokia.
Over the course of the campaign, DCI was able to yield the following results for Visit California:
- A broadcast take-over showcased California on all national morning shows throughout the US and Canada including Breakfast Television, Good Morning America, and Today.
- Stories appeared in all 20 top newspapers in Canada and the US and all national travel magazines – including the Globe & Mail, New York Times, National Geographic Traveler and Travel + Leisure.
- California Restaurant Month was launched, increasing website traffic by 12.5% and visitor arrivals 18% in year one.
- A digital integration with Nokia reached more than 30 Million consumers.