The World Cup has been very helpful to California’s tourism industry, something that the present government has not been. California is America’s #1 travel destination. Its tourism is experiencing a major rebound this year, with visitor volume projected to grow by 1.5% to reach 275.5 million visits and spending forecast to jump 4.8% to US$166.5 billion.

Visit California, the nonprofit organisation keeping California top-of-mind for travellers, has made its first core brand agency change in more than 20 years, naming GALE its global brand advertising agency of record across brand strategy, creative, and media. 

Central to the partnership will be GALE’s ability to deliver marketing intelligence and bold creative in equal measure. Visit California will use all of GALE’s capabilities, including brand and business strategy, data analytics, creative, production, technology, and end-to-end media, to reach and inspire diverse audiences across 14 countries around the world.

Visit California is a private industry-funded entity, not supported by taxpayer dollars, led by a board of directors made up of executives from the state’s top tourism companies.

“Travel and tourism is one of California’s most powerful economic engines, and the responsibility of marketing it to the world is one Visit California doesn’t take lightly,” stated Visit California president & CEO, Caroline Beteta. “After an extensive search, GALE stood out for its proven track record, sophistication to operate at global scale and a business intelligence approach that major consumer brands and commodity boards rely on to drive real results. This partnership is about building on a platform that has made California one of the most recognizable destinations on earth and equipping it with the tools and thinking to lead into a new era.” 

“California’s tourism offering has a great story, and we’re excited to tell it with the precision and creativity necessary to drive real connection in today’s marketing landscape,” added Andrew Noel, CEO of GALE. “We look forward to working with Visit California to bring innovative approaches to capture attention and demand, and help even more visitors experience everything California has to offer.”