Case Study

Visit California Boosts Visitor Dispersal With Travel PR



California is known for celebrities, laid-back lifestyle and spectacular food and wine. Yet while visitors flock to its major cities, dispersal was limited to rural areas of the state.

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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 North American 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 in top-tier news outlets, and a wildly successful digital integration with Nokia.

“For 5 years, DCI has developed and implemented our earned media strategy in North America, creating innovative marketing communication campaigns that break through the marketplace clutter and influence consumer purchasing decisions.” Jennifer Sweeney, PR Manager


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.
1 Billion Consumer Impressions
20% Increase in Visitor Spending

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