Overview

Visit California is a statewide nonprofit organization that works in partnership with the state’s travel industry to develop and maintain marketing programs that inspire travel to, and within, California.

LPA has been a strategic partner to Visit California since 2013 and continues to support a robust public affairs program that includes regular outreach to California legislators and statewide elected officials aimed at raising awareness around the travel and tourism industry’s role as a key driver of California’s economy.

Strategic Approach

The LPA team provides ongoing strategic counsel and communications support to help Visit California navigate the state’s ever-evolving landscape and respond to crises affecting the travel industry ranging from the growing threat of wildfires and drought to the coronavirus pandemic. In addition to ongoing message development and media relations efforts, LPA supports the annual rollout of Visit California’s Economic Impact Report (EIR), including the development and distribution of messaging and materials to key audiences in the Legislature, media and statewide business community.

Results

Our efforts to support Visit California have driven an increased awareness among key policymaker and influencer audiences of the importance of tourism – and Visit California’s role in driving travel to and within the state – to creating jobs and economic growth for California communities.

Over the past few years, LPA has worked with Visit California to establish a regular public affairs email program focused on delivering key messaging and updates to decision makers and industry partners throughout the state. Additionally, LPA has guided a significant ramp-up of the rollout of Visit California’s annual Economic Impact Report and efforts around California Tourism Month, which generated 127 pieces of coverage that received more than 2.8 million views this year alone.