California tourism site gets facelift

Screen Shot 2015-02-21 at 4.30.10 PMVisit California has unveiled a sleeker site for the state’s direct marketing organization (DMO). As a former California girl myself, it’s refreshing to see the digital portal align itself more closely with the natural beauty and excitement of the Golden State. Visit California will be the crown jewel in a media marketing plan costing $100 million a year.

A curated gallery of California’s abundance of experiences, the new offers compelling content that better embodies our dreamer lifestyle… The site includes big, bold images that bring the California experience to life, showing consumers the abundance of what the Golden State has to offer. –Caroline Beteta, president & CEO, Visit California.

This is the website’s first overhaul in 10 years. While online travel agents remain the most popular source for travel planning, destination websites are the second most-used source for researching leisure travel in the United States. The new site represents a commitment to establishing the California brand in the digital space. The new model also serves to lure international visitors to the state.

[It’s] a vehicle we can use to inspire people and convert, especially in international markets, such as Brazil and China, where they typically have limited understanding of California beyond Hollywood and Disneyland. [We want to] show people sides of California they haven’t seen before, and to do so in a way that’s shareable. – Lynn Carpenter, vice president of marketing, Visit California


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