California tourism gets “surgical” with focus on shorter messages to younger audiences

Reed Karaim

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

California is a big place with a global identity as a vacation destination. But data analytics helped Visit California, an industry-backed nonprofit created to promote tourism, realize that to grow the state’s travel business, it needed to start thinking smaller.

Lynn Carpenter, Vice President/Marketing, Visit California

Lynn Carpenter, vice president/marketing for Visit California, told delegates at the Association of National Advertisers’ (ANA) 2018 Digital & Social Media Conference that a deeper dive into its customer base, and their interests, led to a fundamental shift in marketing.

“Our job has traditionally been to nurture and grow the California brand,” Carpenter told...

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