California Travel and Tourism Commission: Californication of the UK

The California Travel & Tourism Commission, Black Diamond and Feather Brooksbank created and implemented a strategy that saw the visitation to the State of California by UK residents increase by 1% against a 4% drop of overall UK visitation to the United States.

California Travel and Tourism Commission: Californication of the UK

Principal Author: Jonah Whitaker, Black DiamondContributing Author: David Heggarty, Feather Brooksbank

Summary

This is the story of how the California Travel & Tourism Commission in conjunction with Black Diamond and Feather Brooksbank created and implemented an advertising strategy that saw the visitation to the State of California by UK residents increase by 1% against a back drop of 4% drop of UK visitation to the United States. And a +5% drop to other English speaking long haul destinations. Demonstrating a steal of market share in a recessionary climate....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands