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....