Californians, like Arnold Schwarzenegger, David Beckham, Rob Lowe, Kim Kardashian, and Betty White, are used by Visit California to entice travelers to visit this US West Coast tourism state.
Needless to say, California as a destination sells itself.
It’s been one of the industry’s most-high profile tourism accounts—fun, inspirational and moneyed. In the current agency review, the state plans to spend up to $26 million a year on marketing.
That amount could increase if the California Travel and Tourism Commission receives a requested increase in funds that could double its annual operating budget to $100 million. (The state wants to make a decision by early February, and a new agency contract runs 16 months from March 1, 2015 through June 30, 2016. Visit California’s RFP dangled an unexpected carrot to agencies in saying, “Moving forward the budget for this contract could potentially scale to $80 million annually over the next two years.”)
WHAT TO TAKE AWAY FROM THIS ARTICLE:
- In the current agency review, the state plans to spend up to $26 million a year on marketing.
- That amount could increase if the California Travel and Tourism Commission receives a requested increase in funds that could double its annual operating budget to $100 million.
- Visit California’s RFP dangled an unexpected carrot to agencies in saying, “Moving forward the budget for this contract could potentially scale to $80 million annually over the next two years.
